Trade group flags infant formula ads as breaching UK codes The trade association for the infant formula industry has flagged a number of ads by Kendamil that they believe breach codes restricting the marketing of these foods. According to the British Specialist Nutrition Association (BSNA), two Facebook ads for Kendamil, a UK-based formula milk manufacturer, contravened the country’s Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) by marketing infant formula. The UK's regulator of advertising believed consumers would understand the references to infant formula in both ads to mean they were promoting Kendamil’s infant formula and not the follow-on formula as intended.