Maharashtra bans infant-formula advertising and influencer promotions

Maharashtra’s Food and Drug Administration has issued an immediate statewide order tightening controls on infant foods, milk substitutes and feeding bottles. The order applies to manufacturers, importers, distributors, retailers, pharmacies, hospitals, e-commerce platforms and other businesses across the supply chain. It brings existing infant-food and food-safety rules under a single enforcement mechanism.

The FDA said inspections had found labels without required breastfeeding notices and warnings about age of introduction and preparation. It also flagged products marketed as “baby cereal”, “health mix”, “stage food” and “nutrition powder”. Packages must prominently display the notice “IMPORTANT NOTICE – MOTHER’S MILK IS BEST FOR YOUR BABY”.

Images of infants or women and descriptions such as “humanised”, “maternalised”, “complete food” and “health food” are prohibited. Complementary foods must state that they should be introduced only after six months. The order bans advertisements, free samples, gifts, coupons, cashback, discount campaigns, influencer promotions and cross-promotions, including on social media and online marketplaces.

Companies are also barred from sponsoring or providing benefits to health workers and institutions in connection with professional events or research. FDA commissioner Tukaram Mundhe said responsibility could extend to both a company and an endorser where promotions breached the law. He distinguished commercial promotion from medical advice for mothers unable to breastfeed or infants requiring specialised nutrition.

Manufacturers, importers and brand owners have 30 days to conduct self-audits and submit compliance declarations. Officials have 45 days to map sellers and begin risk-based inspections. Penalties can include fines, prosecution and licence suspension or cancellation.