In an attempt to encourage breast-feeding, the government wants to introduce stricter controls over the promotion of bottle-feeding.
Stringent regulations proposed by the government call for a ban on pictures on baby feeding formula packaging, which will have to carry health warnings in three official languages.
This is expected to have serious implications for the baby food and allied industries.
Anna Coutsoudis, associate professor at the University of Natal's Paediatric and Child Health Department, has welcomed the move.
"People are being duped that it is not risky to give your child formula. When they see 'Breast-feeding is best' on a tin, they assume the formula is just as good," she said.
Coutsoudis added that the transfer of HIV to infants by a breast-feeding, HIV-positive mother was an overestimated risk.
The benefits of breast-feeding far outweighed the risk of HIV.
"At worst, the risk of infection during the first six months is only 12 percent. After that, the risks outweigh the benefits," said Coutsoudis.
In the past baby formula food companies were self-regulated. In a bid to contribute to legislation, affected parties have formed the Infant Feeding Association.
Association spokesperson Wendy Pratt said they hoped to work with the health department to formulate regulations that would encourage good infant nutrition, including breast-feeding, without negatively affecting those associated with the baby food industry.
Pratt said the proposed regulations were far-reaching and covered labelling, packaging, in-store promotions, advertising and sponsorship.
The packaging should also inform buyers that breastfeeding reduces the risk of diarrhoea and illness, and must caution buyers to consult a doctor or health worker before buying the product.