In late May, the Brazilian Institute for Consumer Protection (Idec) filed a Public Civil Action (ACP) against Nestlé Brasil, Mead Johnson Brasil and Danone, asking for accountability for cross-promotion. The companies maintain similarities between the packaging of infant formulas — whose commercial promotion is prohibited or restricted — and that of dairy compounds, according to the piece presented to the São Paulo Court of Justice. Idec argues that this type of strategy causes confusion, deception and harm, especially for fathers, mothers, caregivers and young children.