IBFAN, the global network that has helped governments stop harmful marketing of baby feeding products for the last 40 years, attended the 75th World Health Assembly (WHA) in May. With so many difficult political issues on the Assembly agenda – emergencies, military conflicts, decisions on pandemics, the climate crisis, the need for sustainable WHO financing to name just a few – infant health and the global trade of baby feeding products seemed to some a small topic that had to take its turn.