New rule calls for "breast-feeding encouraged" label

The China Advertising Association officially released its newest set of self-discipline rules on Tuesday.

The rules stipulate that advertising must be true and legal and should not cheat or mislead customers, Beijing Youth Daily reports.

Suggestions include stating that milk powder advertisements must contain phrases in support of breast feeding and sanitary towel advertisements should not advocate long period usage without changing.

Breast feeding should not be intentionally discouraged by milk powder advertisements. "Breast-feeding Encouraged" or similar phrases should be marked clearly on milk powder packages, and images of children should be upright standing at least.

As for sanitary towel advertisements, Phrases suggesting that they can treat or prevent disease must be removed. The phrase "no change of the sanitary towels for long time" is strongly prohibited for hygiene reasons.