Maternity & Postpartum

Examples include maternity clothing, nursing accessories, ordinary comfort products and items used to organize postpartum routines. Written or digital resources may belong here when their main purpose is specifically related to these routines; the content and version must be clearly identified.

Choose the category by the product’s primary function. A general family organizer may be better suited to Family & Household.

Products promoted for diagnosis, treatment or a medical outcome require a scope check. This includes a claim that a product treats a condition, changes milk production or produces a clinical recovery benefit.

Serving a pregnant or postpartum user does not by itself make a product a medical recommendation. Describe the ordinary use separately from any specialist claim, and provide relevant supporting materials.

Include:

• The exact product name, model, size, formulation or content version.
• The intended stage and use, with relevant user or fit limitations.
• Materials or ingredients, as appropriate.
• Complete directions, cleaning and maintenance instructions.
• Current labels, warnings and precautions.
• Clear photographs of the product and included parts.
• Compatibility information for equipment or accessories.
• Evidence for important comfort, function or performance claims.

If different instructions apply during pregnancy and after birth, provide both and explain which use is included in the application. Do not present an ordinary comfort purpose as a demonstrated treatment effect.

The materials should explain the product's intended stage and everyday use without turning an ordinary function into a medical claim. Fit, cleaning, adjustment and compatibility information are considered where they affect that use, along with the evidence for the claims submitted.

The review does not establish clinical effectiveness or suitability for an individual’s medical circumstances.

Published records identify the recognized product and its stated use. Compare that scope, the model or version and the award year with the product you are considering.

If the product has an ordinary-use purpose and the documents are ready, you can apply directly. For a specialist-use question, include the product name, official link and the exact claim you would like considered.

Applications are free and accepted throughout the year. Review normally takes about two months from confirmation of complete materials.