The crackdown has been ordered by the Government's Food Standards Agency (FSA) as the government want to promote breastfeeding as the best health option for new-born babies because breastmilk contains beneficial antibodies that are not found in infant formula."
The FSA has told manufacturers to change their packs and marketing or face prosecution, while supermarkets have been ordered not to promote infant formula milk with price cuts and BOGOFs.
The new rules specifically relate to infant formula, the products designed as an alternative to breast milk in the first four to six months of life.
Typical phrases which will no longer be allowed include:
 'Now even closer to breast milk' and 'Helps to support immunity', which appears on cartons of ready-made SMA Gold.
'Closer than ever to breast milk', which appears on Cow & Gate and Farley's products.
'Supports your baby's natural immune system' and 'The closest to breast milk', which is seen on packs of Aptamil First.
'Prebiotics support natural defences'.
'Beta carotene... to help maintain a healthy immune system'.
'Nucleotides help growth and the immune system'.
'Omega 3 LCPs - long-chain long-chain polyunsaturated fatty acids - for development'.
Some of these phrases may be accurate - although there are doubts about some - however it has been decided they should not be permitted because they undermine breastfeeding.
The makers of baby milk formula, which comes in powder and ready-made form, have built a vast industry on the back of claims the products are a valid alternative to breast milk. The ban on nutrition claims is a major victory for the Baby Milk Action campaign, which has been arguing these claims are illegal under UK and EU regulations that were first introduced in 1995.
Campaign coordinator, Mike Brady, said: "We have campaigned for a decade for companies to stop making these illegal health and nutrition claims and for the authorities to take action. The law in this area is currently being reviewed and Mr Brady's group is calling for the restrictions to be extended to cover 'follow-on' formula for older babies.
"The government must stop all promotion of all breastmilk substitutes to protect mothers and ensure they receive accurate and independent information from health workers," he said.
The ban on nutritional claims will reignite the debate on whether mothers should stop breastfeeding early, perhaps to return to work, and switch to the formula. Perhaps if mothers are less convinced that powdered formula is a good substitute for the real thing, the pressure to carry on breastfeeding will intensify.
Both the Department of Health and FSA actively encourage breastfeeding. However, only 22 per cent of mothers are still breastfeeding their baby at six months, which is one of the poorest records in Europe. The Department of Health official line states: 'Breastfeeding provides the best possible food for your baby. By breastfeeding, you are giving your baby protection from a variety of infections and other illnesses.'
The FSA says: "Most women's bodies are very efficient at making breast milk, which provides all the nutrients a baby needs for healthy development in the first months of life."
A spokesman for Wyeth, which makes SMA, said: "We are changing our packaging in April. We would say the claims are fair and accurate, however the FSA has asked for a change and we will comply."
A spokesman for Nutricia, which makes Cow & Gate and the Milupa product Aptimel, said packaging and marketing will change from next month.
"We are introducing a design change in the spring. We have incorporated the FSA requests into that design change," she said. "Our claims are true and they can be substantiated, but they are not permitted."
Heinz, which manufactures Farleys, was unable to provide a comment on whether it will comply with the new regime.
Existing products will be allowed to remain on shelves. The introduction of the new packaging will take place from next month.
Firms which fail to comply can be prosecuted in the magistrates court with a maximum fine of £5,000 per offence.
March 2007
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