China is reportedly looking to ban infant formula adverts

China is reportedly looking to ban infant formula adverts

China is reportedly working on a ban on advertisements for infant formula in a bid to tackle low breast feeding levels across the country.

"Dairy products, drinks and other food advertisements that claim to partly or completely substitute mother's milk shall be banned from mass media or public venues," official news agency Xinhua reported, citing draft legislation.

Xinhua said the proposal had been submitted to China's top legislature, the National People's Congress.

The proposal stipulates advertisers, clients, agents and publishers that violate the rule could be fined up to CNY1m (US$163,200).

Beijing is aiming to raise the exclusive breast feeding rate to 50% by 2020, up from 28% at present, Xinhua said.