The Infant Nutrition Council has asked for the advertising and marketing of infant formula to be restricted - a move the Commerce Commission is endorsing.

The council's asked that its Code of Practice, which places restrictions on its members, be authorised.

The Commerce Commission has reached a preliminary decision to do so.

Chairman Dr Mark Berry says it's widely agreed breastfeeding provides a variety of health benefits, which could be negatively affected by unrestricted marketing and advertising of infant formula.

The Infant Nutrition Council says it is committed to supporting both breastfeeding and infant formula.