A proposal to put health warning labels on infant formula is a step too far, a Rotorua parent centre member says.
"I think it's a bit much," secretary Yvonne Vincent said.
"I'm completely pro-breast feeding ... but some people have to use instant formula and you don't have to make them feel bad about it."
Her comments follow a proposal to introduce product labels warning of health risks associated with infant formula.
Research suggests babies who don't breast feed are at increased risk of developing diabetes, heart disease and being obese. Slower cognitive development and weak immunity have also been linked to babies who don't breast feed.
Mrs Vincent said the labels were unfair on people who were unable to breast feed.
"We've had people on our committee who have had to formula-feed because of various reasons [like] trauma at birth.
"I don't think it's fair for people who don't have any choice and who already feel bad about bottle-feeding."
A Food Standards Australia and New Zealand consultation paper is calling for submissions on proposals, including warning labels that could replace or supplement the "breast is best" statement on infant formula products.
"Such a statement would reflect a body of evidence showing that compared with formula feeding, breast feeding is associated with lower incidence of infection and some chronic diseases, and evidence for improved cognitive development in the breastfed infant," the paper said.
Debate over breast feeding versus formula has flared this year, with formula-feeding mothers saying they feel vilified for choosing formula for their babies - with "breastapo"-like tactics on many maternity wards.
The New Zealand Breast Feeding Authority said it was important all parents understood the difference between formula feeding and breast feeding.
"We would endorse the importance of informing mothers about the risks," executive officer Julie Stufkens said.
"There does need to be a statement about the importance of breast feeding on [infant formula products] and people also need to know if they are using formula, there are risks."
Mrs Stufkens also wanted better promotion of safe formula mixing and storage practices.
"People expect that when you get a product in a tin that it's sterile and safe. Infant formula, as a product, especially if it's powdered, is not sterile."
"We require that if a mother is going to formula feed, that somebody on staff spends time explaining how to actually make up their chosen product carefully," she said.
New Zealand scientists are also working on developing a baby formula which could match the nutritional quality of human milk.
The Government approved a research grant for the University of Otago-led project, which is investigating ways of adding oligosaccharides into infant formula made from cows' milk. Oligosaccharides have been linked to healthy bacteria in babies' bowels.
Submissions to the FSANZ consultation paper close on November 7.