The World Health Organization (WHO) Code, formally known as the International Code of Marketing of Breast-milk Substitutes, is a global public health policy adopted in 1981 by the World Health Assembly (WHA) (1).
Its purpose is:
“To contribute to the provision of safe and adequate nutrition for infants, by the protection and promotion of breastfeeding and by ensuring the proper use of breast-milk substitutes, when these are necessary, on the basis of adequate information and through appropriate marketing and distribution” (Article 1) (1)
Read the WHO Code here and the 2017 update here.
What does the WHO Code do?
The Code sets ethical standards for how breastmilk substitutes (like infant formula), feeding bottles, teats and related products can be marketed and promoted (1).
It aims to:
- Protect and promote breastfeeding
- Ensure families receive accurate, unbiased information about infant feeding
- Prevent inappropriate commercial influence on feeding decisions
- Support the safe and proper use of breast-milk substitutes when they are necessary
Since 1981, the Code has been clarified and strengthened through subsequent WHA resolutions (2).
The Code’s Key Provisions
The WHO Code includes the following core requirements:
- No advertising to the public (Article 5.1): Products covered by the Code must not be advertised directly to the general public.
- No free samples to families (Article 5.2): Companies must not provide free or low-cost samples to pregnant women, mothers, or their families, nor offer direct marketing advice.
- No promotion in health care facilities (Articles 6.2-6.3): Breastmilk substitutes must not be promoted in health facilities, including through free or subsidized supplies.
- No gifts or incentives to health workers (Article 7.3): Healthcare providers must not receive gifts, samples, sponsorship, or financial incentives from manufacturers or distributors.
- Scientific and factual information only (Article 4.2): Information about infant and young child feeding must be objective, evidence-based, and consistent.
- Clear and accurate labelling (Article 9.2): Product labels must state the superiority of breastfeeding and include preparation instructions and appropriate health warnings.
- No idealized marketing (Article 9.2): Labels and materials must not include images of infants or other pictures that idealize the use of formula.
- Quality and safety standards (Article 10.1): Products must meet high quality standards and be appropriate for the climatic and storage conditions of the country where they are sold. Unsuitable products for infants must not be promoted.
- Government responsibility (Article 11): Member States are urged to implement the Code through national legislation, regulation, or other effective measures.
What the WHO Code Does Not Do
The WHO Code does not prevent families from choosing or using formula when it is needed (1).
Its purpose is to ensure that infant feeding decisions are made:
- With accurate information
- Free from inappropriate commercial pressure
- In ways that protect breastfeeding and infant health