Amul’s widely publicised launch of “India’s first liquid infant formula” has outraged activists who have complained to the govt that it is a violation of the Infant Milk Substitutes (IMS) Act. The Act prohibits the promotion of any breastmilk substitute meant for children below two years of age.The launch of Amul’s liquid ready-to-feed infant milk substitute and its coverage in the media highlighted its convenience, particularly describing it as “ideal to carry” and “good for working mothers”. “Such framing directly positions the product as a substitute for breastfeeding and this action as promotion,” argued public health activists who have complained to the secretaries of the women and child development ministry, the health ministry, the CEO of the Food Safety and Standards Authority of India (FSSAI), and chairperson of the National Commission for Protection of Child Rights.In response to the objections, Amul tweeted: “Amulspray is one of India’s oldest and most trusted infant milk food brands and is in complete compliance of the IMS Act…”. Public health advocates argued that Amul’s actions constitute a clear case of promotion of an infant milk substitute – an act explicitly prohibited under Section 3(c) of the IMS Act, which states: “No person shall… take part in the promotion of infant milk substitutes, feeding bottles or infant foods”. The law also prohibits having any pictures or other graphic material or phrases designed to increase the saleability of infant milk substitute or infant food. Amul’s use of a teddy bear graphic on the product’s label could be considered a breach of this provision, they stated.The complaint has demanded an enquiry into the launch and promotion of Amul’s product, immediate removal of the graphic of a teddy bear from the product label, media guidelines for IMS-compliant reporting and strong enforcement of the IMS Act.