Complaint filed against Amul for alleged violation of IMS Act in infant formula promotion

By Jag Jivan

The Breastfeeding Promotion Network of India (BPNI) has filed a formal complaint against dairy giant Amul, alleging violations of the Infant Milk Substitutes, Feeding Bottles, and Infant Foods (Regulation of Production, Supply and Distribution) Act, 1992 (IMS Act). The complaint has been addressed to the Ministry of Women and Child Development, the National Commission for Protection of Child Rights (NCPCR), the Food Safety Standards Authority of India (FSSAI), and the Ministry of Health and Family Welfare.

Dr. Arun Gupta, Chief Coordinator of BPNI, has raised concerns regarding Amul’s recent launch of its liquid ready-to-feed infant formula, branded as Amulspray. BPNI argues that this constitutes a direct violation of the IMS Act, which prohibits the promotion of infant milk substitutes. The organization cites Section 2(g) and Section 2(i) of the Act, which define infant milk substitutes and restrict promotional activities. Reports from media outlets such as The Tribune and Agrimoon.com indicate that Amul’s press release emphasized the product’s convenience for working mothers and its nutritional benefits, which BPNI claims amounts to unlawful marketing.

Further concerns have been raised regarding Amul’s use of a teddy bear graphic on the product packaging. BPNI asserts that this violates Section 6(2) of the IMS Act, which prohibits the use of imagery designed to enhance product saleability. In response, the organization has urged authorities to take action, including directing Amul to cease all promotional activities related to infant milk substitutes, removing the teddy bear graphic from the product label, establishing a monitoring mechanism to ensure compliance with the IMS Act, and issuing advisories to media outlets to vet press releases for legal compliance before publication.

BPNI, which has been actively monitoring compliance with the IMS Act since its notification by the Government of India in 1994, claims to remain committed to safeguarding infant feeding practices from commercial influence. As the complaint gains attention, stakeholders await the response from government agencies regarding potential regulatory action against Amul.

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