In a new resolution, Member States agreed to expand the provisions of the International Code of Marketing of Breast-milk Substitutes (the Code) to tackle the digital marketing of formula milk and baby foods.
The Code is a landmark public health agreement passed by the World Health Assembly in 1981, which aims to protect caregivers from aggressive marketing practices by the baby food industry. This advertising often makes misleading claims about the benefits of formula milk products, promotes unhealthy baby foods to parents, and reinforces negative myths about breastfeeding.
Over recent years, new tactics for digital marketing have proliferated, for instance through influencer endorsements, virtual “support groups”, and personal targeting of pregnant women and new parents across their social media feeds. Many of these promotions are funded by baby food companies but their sponsorship is undisclosed. Advertisements are widely circulated across national borders – creating new challenges for regulation.
In line with recent guidance from WHO, the 2025 Resolution calls for robust efforts to develop, strengthen and coordinate the regulation of digital marketing to protect children’s health. It calls on countries to build effective systems for monitoring and enforcement.
Despite the existence of the Code, a major study from WHO and UNICEF found that over half of new parents had been exposed to promotions from formula milk companies. In some countries, this was over 90%. The new Resolution covers the marketing of formula milks, teats and bottles, as well as foods for infants and young children.
Related document:
Related links:
- Guidance on regulatory measures aimed at restricting digital marketing of breast-milk substitutes
- Scope and impact of digital marketing strategies for promoting breast-milk substitutes
Text reproduced from the World Health Organization, published on 26 May 2025 during the 78th World Health Assembly.
Learn more about IBFAN at the 78th World Health Assembly:
