The Commerce Commission is proposing to allow restrictions on the way infant formula is marketed.
The Infant Nutriction Council has asked the Commerce Commission to endorse its proposed restrictions around the advertising and marketing of infant formula for children under six months of age.
The Council, which represents manufacturers, marketers and importers of infant formula, said the restrictions were like a self-regulated code of practice.
Chief executive Jane Carey said the code of practice had been in place for years because the council wanted to protect breast-feeding.
Under New Zealand law, it was illegal to be anti-competitive, but in its preliminary view, the Commerce Commission said while the Code of Practice might reduce competition, it was likely to be outweighed by significant public health benefits.
It also said the restrictions were unlikely to have any impact on the price of infant formula.
The Commission would consider submissions before making a final ruling.
