Report

Amul’s launch of “India’s first liquid infant formula” has triggered strong criticism from public health activists. They filed formal complaints with the Ministry of Women and Child Development, the Health Ministry, the Food Safety and Standards Authority of India (FSSAI), and the National Commission for Protection of Child Rights. The activists allege that Amul violated the Infant Milk Substitutes (IMS) Act by promoting the product as an alternative to breastfeeding.

Marketing Language Under Scrutiny

The IMS Act strictly prohibits the promotion of breastmilk substitutes for children under two years of age. Activists took issue with the product’s media coverage, which described it as “ideal to carry” and “good for working mothers.” According to them, such descriptions position the formula as a convenient substitute for breastfeeding, which amounts to promotion under Section 3(c) of the Act.

Amul Defends Its Product

In response, Amul tweeted: “Amul Spray is one of India’s oldest and most trusted infant milk food brands and is in complete compliance with the IMS Act.” Despite this statement, critics pointed out that the product’s label features a teddy bear graphic, which could violate the law’s ban on using visuals or phrases that increase product appeal to consumers.

Activists Demand Action

The complaint calls for a government inquiry into the launch and marketing of the product. Activists also urged authorities to remove the teddy bear image from the label, issue IMS-compliant media reporting guidelines, and enforce stricter penalties for violations.

Source: The Times of India