Maharashtra FDA Tightens Baby Food Rules, Bans Mother-Child Photos And Ads On Infant Products

The Maharashtra Food and Drug Administration (FDA), under Commissioner Tukaram Mundhe, has tightened rules governing infant formula and supplementary baby food products, requiring manufacturers to prominently display the message “Mother’s Milk Is Best” on their packaging. The new measures also prohibit the use of mother-and-child photographs and certain promotional practices for products meant for children below two years of age.

Formula Milk Has Not Been Banned

The Maharashtra FDA has clarified that the new order does not ban infant formula or other baby food products. Formula milk, cereals and supplementary foods will continue to be available, but manufacturers will have to comply with the prescribed packaging, labelling and promotional requirements.

The regulations cover baby food products intended for children below two years of age.

Mother-Child Photos Banned On Baby Food Packaging

Under the new rules, manufacturers cannot use photographs of mothers and babies on the packaging of covered products.

Companies will also be prohibited from making claims that suggest their products are equivalent to breast milk or can replace it.

The FDA has further barred promotional practices such as distributing free samples and discount coupons for these products.

‘Mother’s Milk Is Best’ Message Made Mandatory

The packaging of products covered by the order must prominently carry the message “Mother’s Milk Is Best”, according to the FDA.

Labels must also clearly state that supplementary food is intended for babies above six months of age and should be given on the advice of a medical professional.

The packaging must not create the impression that commercial baby food can replace breast milk.

FDA Survey Found Compliance Issues

Commissioner Tukaram Mundhe said the FDA conducted a survey of manufacturers and found several compliance issues. According to Mundhe, the absence of messages highlighting the importance of breastfeeding was among the major violations identified during the exercise.

He said the measures were introduced to promote breastfeeding and ensure that infants receive appropriate nutrition during their early years.

Mundhe also cited breastfeeding data for Maharashtra, saying breastfeeding within the first hour and up to six months stood at 52.8% in urban areas and 75.2% in rural areas.

FDA Links Inadequate Breastfeeding To Child Health Concerns

Mundhe said breastfeeding rates in both urban and rural areas remained a concern and linked inadequate breastfeeding with health problems among children.

He also cited survey data showing that around 25% of children aged 10 to 12 years had high blood pressure, which he attributed, among other factors, to a lack of breastfeeding.

What The New Baby Food Rules Mean

The new measures are focused on how infant formula and supplementary baby food products are packaged, labelled and promoted, rather than removing them from the market.

Manufacturers can continue selling these products if they follow the FDA’s prescribed requirements and avoid marketing practices that could discourage breastfeeding or create an impression that commercial baby food is equivalent to breast milk.