SWEDEN is thinking banning the use of baby photos to market baby formula, saying it discourages breast feeding.

The Local newspaper says the law is being prepared by Sweden's MInistry for Rural Affairs and would allow ads for baby formula to appear only in scientific journals and infant care publications.

Babies would also be banned from appearing on packaging for formula and that packaging would be required to carry a warning that parents should not give their child formula milk unless they have been recommended to do so by someone with appropriate training.

Furthermore, companies would be forbidden from given free samples or discounting their products.

There is already a 30-year-old agreement that companies not actively market baby formula in Sweden.

The new law would come into effect on August 1 next year.