Regulatory Framework for Growing-Up Milk Advertising for Children Aged 1-3 Years: A Focus on Legal Certainty
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Abstract
In the context of public health, infants are entitled to exclusive breastfeeding from birth until six months of age. When mothers are unable to provide breast milk, infant formula may be administered until the child reaches 12 months. After this period, toddlers aged 12 to 36 months may be introduced to growing-up milk. Government Regulation No. 69 of 1999 prohibits the advertisement of infant formula, while allowing the promotion of growing-up milk. However, the recent 2024 Health Regulation introduces the ambiguous phrase “substitutes for breast milk,” which has sparked controversy regarding the advertising of growing-up milk. This article provides an in-depth analysis of these regulatory frameworks through the lens of legal certainty, utilizing a normative legal approach that references statutory law and the legal theory of Gustav Radbruch. The analysis reveals that the Health Regulation offers critical legal protections for infants' rights to exclusive breastfeeding during the first six months of life. Additionally, it outlines marketing regulations for growing-up milk intended for children aged 1 to 3 years. Nevertheless, the multifaceted definitions within this regulation create legal ambiguities that require urgent clarification by the government to protect both public interests and the growing-up milk industry.
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