A new Swedish Act (1013:1054) on marketing of infant formulae and follow-on formulae, sets forth that marketing of infant formulae is only allowed in scientific publications and publications that focus on baby care. Any other marketing of such products is prohibited. The marketing is to provide adequate information on the usage of the product and the marketing shall not dissuade from breastfeeding. Furthermore, the marketing may contain only scientific and factual information. Images or text which may idealize the use of infant formulae may not be used in the marketing, nor may the marketing give an impression that formulae feeding is equivalent or superior to breast feeding. The Swedish Act came into force as of 1 January 2014.

The Swedish Act is based on the Directive (2006/141/EC) on infant formulae and follow-on formulae. In Finland, this Directive has been implemented in 2008 with a Decree (1216/2007), where the rules for the marketing of infant formulae in Section 16 are similar to those set out in the Swedish Act.