Objective The objective of the study was to analyze label conformity of foods for infants and lactating women according to ethical principles and current regulations. Methods A total of 86 labels acquired by free access and intentional sampling were analyzed distributed as follows: infant formulas (n= 11), follow-on formulas (n=5), complementary foods (n=07), cereal products (n= 11), milk and foods containing vegetables (n=52), and food commonly used to feed this population (n= 13). Structured forms were filled out with items from the Resolucoes da Diretoria Colegiada (Graduated Board Resolutions) 222102, 977198, 40101, 40102, 259102, 23100 and of the Portarias (rules) 34198 and 36198 for each food. The chi-square test, Fisher's exact test and correlation test were used for data analysis. Results The rate of specific label non-conformity was much greater than that of general labeling. The highest rate of non-conformity was observed in the presentation of illustrations of the foods (images of breastfeeding infants or children with humanized images). Other non-conformities were: the presence of words such as humanized milk, baby or phrases that give a false idea of advantage or safety; the absence of mandatory phrases and non-conformity regarding the composition of the food. Foods that did not have as sales designation any of the characteristics of common use in this age group, that is, that were not marketed as such, such as lacteal flour cereal flakes and paps presented warning phrases that were not necessarily for that kind of product. Conclusion Labels of foods for breastfeeding infants and toddlers are irregular in many ways, especially regarding the specific labeling of the product. This practice may influence breastfeeding. More inspection is needed as well as more explanations to the food industries and to the consumers in general.
