New restrictions on the labelling, content and marketing of baby milk and food have been introduced by the European Parliament.

Rules on the labelling and content of baby milks and foods for medical purposes will be better defined in order to protect consumers and distinguish more clearly between foods for normal consumption and foods for specific groups under the legislation just passed.

According to the European Parliament, the new legislation simplifies and clarifies the rules on the labelling and the composition of infant formula and follow-on formula (for babies between six and 10 months), processed cereal-based food, food for special medical purposes and total diet replacement for weight control.

It also includes an exclusive list of substances such as vitamins and minerals that can be added to these foods.

The new rules stipulate that the labelling, presentation and advertising of infant formula and the labelling of follow-on formula must not include pictures of infants, or other pictures or text which may idealise the use of such formula in order not to discourage breastfeeding.

However, graphic representations intended for easy identification pf formula and for showing methods of preparation will still be permitted.

The Parliament has also asked the  EU Commission to evaluate whether 'growing-up milks' intended for toddlers actually have any nutritional benefits compared to a normal diet for a child who is being weaned.

The new rules will apply to EU member states from 2016.