A exclusive breastfeeding up to six months and complementing up to two years of age is recommended by the World Health Organisation. Meanwhile, a number of factors contribute to early weaning, including excessive propaganda of breast milk substitute foods and the influence of healthcare professionals involved in the process. Considering this to be a public health issue due to the many problems that this process brings to the health of the children involved, this article examines aspects of the design and implementation of regulatory milestones in the field of promotion and exposure of foods intended for infants and children in early childhood and seeks to contribute to the reflection on the challenges present in the process of regulating these products in Brazil.