Amul violates Amul’s ‘Liquid Infant Formula’ IMS Act: Worker for the government. Bharat News
Amul’s widely promoted launch of Amul’s “India’s first liquid baby formula” has angered the workers who have complained to the government that this is a violation of the Shishu Milk Options (IMS) Act. The Act prohibits promoting any breast option for children under two years of age.Amul’s liquid ready-to-feed baby milk option and its coverage launch in the media highlighted its convenience, especially described as “ideal to carry” and “good for working mothers”. “Such framing directly place the product as an alternative to breastfeeding and as promotion as this action,” public health workers argued that those who have complained to the Chairpersons of the National Commission for the Secretary of the Ministry of Women and Child Development, the Ministry of Health, Food Safety and Standards Authority CEO (FSSAI), and the Chairman of the National Commission for Protection of Children.In response to the objections, Amul tweeted: “Amalsprees is one of the oldest and most trusted baby milk brands in India and is in full compliance with the IMS Act …”. Public health advocates argued that an infant in Amul’s actions is a clear case of promoting the option of milk – an act clearly prohibited under Section 3 (C) of the IMS Act, stating: “No person … no person … baby milk options, bottles or baby foods or baby foods will not participate”. The law also banned any picture or other graphic materials or phrases, designed to increase the option of infant milk or baby food. He said that the use of Amul of a teddy beer graphic on the label of the product can be considered a violation of this provision, he said.The complaint has demanded an inquiry into the launch and publicity of Amul’s product, immediate removal of the graphic of teddy bear from the product label, media guidelines for IMS-non-approval reporting and strong enforcement of the IMS Act.
