The International Code of Marketing of Breast-milk Substitutes was established by the World Health Organization to protect infant feeding decisions from inappropriate marketing practices (1). Infant feeding decisions have lifelong health implications for babies, parents, and communities. The way breast-milk substitutes are marketed can strongly influence those decisions, which is why regulation is essential (2).
1. Protecting Infant Health and Survival
Breastfeeding is associated with lower rates of infections, chronic disease, and infant mortality worldwide (3). When formula is marketed in ways that undermine confidence in breastfeeding or exaggerate product benefits, families may introduce substitutes unnecessarily or without adequate support (2). The Code ensures that feeding decisions are based on health needs versus marketing pressure (1).
2. Ensuring Accurate and Evidence-Based Information
Families deserve clear, accurate, and unbiased information. Marketing can misrepresent formula by suggesting it is the same as or better than human milk (2). Aggressive marketing practices can confuse parents and undermine confidence in breastfeeding (2). The Code protects families from misleading claims so decisions are guided by scientific evidence and supported by qualified health professionals (1).
3. Understanding Aggressive Marketing
Formula companies have an annual global profit exceeding $75 billion CAD (2). To increase profits, some use aggressive marketing tactics, including:
- Providing free formula to new parents
- Inviting parents to pregnancy or baby clubs and using their data for targeted advertising
- Leveraging social media and AI to reach new parents directly
- Using influencers to encourage use of formula and emphasize breastfeeding challenges
- Spreading misleading information to undermine breastfeeding
These tactics often go unnoticed by the public but can subtly influence decisions during a vulnerable period. The Code helps shield families from such practices (1).
4. Protection During Vulnerable Periods
Pregnancy and early parenthood are times of heightened vulnerability. Promotional tactics (free samples, gifts, sponsored materials) can subtly influence decisions at a time when families are seeking reassurance and support. The Code reduces commercial influence during this critical window (1).
5. Preserving the Integrity of Health Care Systems
Trust in health professionals is essential. When companies provide sponsorships, samples, or incentives within health facilities, it can create real or perceived conflicts of interest. The Code safeguards independence of healthcare providers and ensures that advice remains focused solely on patient wellbeing and evidence-informed messaging (1).
6. Supporting Global Health Equity
In many regions, limited access to clean water, safe storage, and health care increases the risks associated with improper formula preparation (3). The Code promotes responsible marketing practices that consider safety, local conditions, and broader public health realities (1).
7. Promoting Long-Term Public Health Outcomes
Breastfeeding has documented health, social, and economic benefits at the population level (3,4). By protecting breastfeeding and ensuring appropriate use of substitutes when necessary, the Code contributes to stronger heath systems and better outcomes for families (3).
Ultimately the Code matters because it creates an environment where infant feeding decisions are guided by health, evidence, and informed choice, not commercial influence or profit-driven marketing.