The Ministry for Primary Industries has issued a new standard tightening up labelling rules for infant formula exports.
The standard prohibits health claims on formula labels that are not expressly permitted by importing countries and the use of images or statements that could imply infant formula is superior to breastmilk.
The standard also sets criteria for the use of "Made in New Zealand" claims on formula exports.
It does not apply to infant formulas intended for sale in the New Zealand or Australian markets. However, they have to comply with the Australia New Zealand Food Standards Code.