Archive · 31 May 2025
Amul Formula Launch Faces Activist Allegations of IMS Act Breach
Imagine baby food, but in liquid form, made by Amul!
Some people are upset because they think Amul is advertising this liquid food in a way that goes against the rules.
These rules are designed to protect babies and promote breastfeeding.
The rules say you can't promote formula for babies under two years old.
The activists are worried because the liquid formula is advertised as convenient, especially for working moms.
They believe this makes it sound like it can replace breastfeeding.
They have complained to the government, asking them to look into the matter and make Amul change its advertising.
Activists allege Amul's liquid infant formula launch violates the Infant Milk Substitutes (IMS) Act.
The IMS Act prohibits promoting breastmilk substitutes for children under two.
Activists argue the marketing highlights the product's convenience and positions it as a substitute for breastfeeding.
Amul claims its product complies with the IMS Act.
The complaint demands an inquiry and changes to Amul's product promotion.
- Who
- Public health activists and Amul are the main parties involved.
- What
- Activists allege Amul's liquid infant formula launch violates the Infant Milk Substitutes (IMS) Act.
- When
- The launch and subsequent complaint occurred recently.
- Where
- India
- Why
- Activists believe the marketing of the formula promotes it as a breastmilk substitute, violating the IMS Act.
Public Health Activists
Amul
Compliance with IMS Act
Public Health Activists
The advertising and product labeling of the infant formula is promoting it as a substitute for breastfeeding, which violates the IMS Act.
Amul
Amul states its product complies with the IMS Act.
Product Labeling
Public Health Activists
The use of a teddy bear graphic on the product label could be considered a breach of the IMS Act, as it's designed to increase the saleability.
Amul
Amul may argue that the teddy bear graphic is simply a design element.
- Product
- Amul liquid infant formula
- Act Alleged Violation
- Infant Milk Substitutes (IMS) Act
- Complaint Filed To
- Women and child development ministry, health ministry, FSSAI CEO, National Commission for Protection of Child Rights
- Amul's Response
- Claims complete compliance with IMS Act
- Issue
- Promotion of infant milk substitute