Strict new rules for infant milk formula makers as China acts to restore public confidence

Beijing has proposed stricter rules for infant formula makers including more aggressive supervision of ingredients, limiting the number of small manufacturers and banning misleading advertising claims.

Authorities hope that thinning out the market and placing it under a more demanding regulatory framework will restore public confidence shaken by the melamine contamination scandal in 2008.

The China Food and Drug Administration has released a consultation draft of the changes, and the amended Food Safety Law will go into effect next month.

Consumers face a bewildering array of formula products, with about 2,000 different brands crowding the shelves. About half are manufactured overseas specifically for the mainland market.

The rest come from the 102 companies that have obtained permits to make infant formula, but again, the true number of manufacturers is much smaller, as many are subsidiaries of larger firms. It’s become nearly impossible for parents to discern which brands have a deserved reputation for quality.

Beijing hopes to make that decision easier. Companies will have to register the composition of a formula with the food administration. It will assess the nutritional value and ensure it poses no health risks before giving approval. Previously, manufacturers only had to make general filings about the ingredients.