In late May, the Brazilian Institute for Consumer Protection (Idec) filed a Public Civil Action (ACP) against Nestlé Brasil, Mead Johnson Brasil and Danone, asking for accountability for cross-promotion. The companies maintain similarities between the packaging of infant formulas — whose commercial promotion is prohibited or restricted — and that of dairy compounds, according to the piece presented to the Sí£o Paulo Court of Justice. Idec argues that this type of strategy causes confusion, deception and harm, especially for fathers, mothers, caregivers and young children.
