In the past baby formula manufacturers including Heinz and SMA have come under fire from charities for their advertising practices.

The new controls from the FSA aim to ensure that all types of formula will meet the nutritional needs of babies and the marketing and promotion of the products will not undermine breastfeeding.

The new rules include tougher restrictions preventing formula being advertised directly to parents and new rules on how follow-on formula can be advertised, including making very clear that the product is for older babies.

Lobby groups Baby Milk Action, the Baby Feeding Law Group and Breastfeeding Manifesto Coalition have called on the Government to implement the International Code of Marketing of Breastmilk Substitutes as referenced by a European Union Directive.

The FSA said: “The Agency does not consider that ... the Directive imposes a legal duty on the Member States to introduce domestic legislation giving effect to the Code.”

It has rejected calls from these groups to ban all advertising of follow-on formula and infant formula and other measures consistent with the Code.

Patti Rundall OBE, policy director at Baby Milk Action, said: “The response to the consultation issued today by the Government clearly show that it has bowed to industry pressure. It has failed to heed the evidence-based advice of all the leading health professional and lay bodies, who met Dawn Primarolo today. The regulations are an inadequate response and will continue to put UK mothers and babies health at risk in favour of the interests of the formula milk industries. “

Rosemary Hignett, Head of Nutrition at the FSA, said: “Although breastfeeding is best, we recognise that many mothers choose to use formula milk and it's important that measures are in place to protect them and their babies.

“The guidance provides clear direction to industry on the action they must take in order to comply with the new regulations. The new controls will provide the protection that mothers and babies need and deserve.”

Public Health Minister Dawn Primarolo said: “These new regulations will ensure that all types of formula milk are clearly labelled and advertised and that they meet the very latest nutritional standards for babies. We are committed to promoting and supporting breastfeeding. More women are choosing to breastfeed and we will continue developing our plans to encourage this trend.

“Some women cannot, or choose not to, breastfeed and it is important that they have the information they need to make the right choice for their baby's health.”