The marketing of breast-milk substitutes must comply with the European directive on infant formula and follow on formula 2006/141/EC, which reflects the principles of the International Code of Marketing of Breastmilk Substitutes. This sets out rules about the composition, labelling and advertising of formula.
The Infant Formula and Follow-on Formula (England) Regulations 2007 implement the provisions of this directive and prohibit the advertising of infant formula to the general public. The impact of these measures on the way follow-on formula is advertised and presented is currently being reviewed by an independent panel of experts.