Maharashtra FDA Bans Baby Food Ads, Free Samples and Influencer Promotions
Pune, 30th September 2026: The Maharashtra Food and Drug Administration has introduced stricter rules for infant formula, milk substitutes and baby food, with the order coming into effect immediately. Issued by FDA Commissioner Tukaram Mundhe, the directive covers manufacturers, importers, distributors, retailers, pharmacies, hospital suppliers and e-commerce platforms.
Under the new rules, every package must prominently display the message, “IMPORTANT NOTICE – MOTHER’S MILK IS BEST FOR YOUR BABY.” Labels must also state that the product should be used only on the advice of a medical professional, include preparation and feeding instructions, and clarify that it is not the sole source of nutrition. Complementary foods must carry a warning that they should be introduced only after six months.
The order prohibits advertisements, free samples, gifts, coupons, cashback offers, discounts, influencer promotions, social-media campaigns and cross-promotional marketing for infant milk substitutes and related products. Claims such as “humanised” and “complete food”, as well as images of infants or mothers and children, have also been restricted under the compliance framework.
Violations could attract penalties of up to ₹10 lakh for misleading advertisements or operating without a licence. Additional penalties include up to ₹5 lakh for substandard food and ₹3 lakh for misbranding, along with possible seizure, licence suspension and prosecution.
The FDA cited breastfeeding rates of 52.8% in urban Maharashtra and 75.2% in rural areas. The announcement comes amid Mundhe’s wider crackdown on food adulteration and unsafe practices, which has drawn public attention and support from health experts.
Separately, Shiv Sena (UBT) MP Sanjay Raut alleged that some FDA officers were extorting businesses. Mundhe denied receiving a formal complaint and asked Raut to provide specific evidence, saying action would follow if wrongdoing was established.
