Working within the WHO Code

The WHO Code of marketing of breastmilk substitutes and all the subsequent World Health Assembly resolutions are global agreements designed to protect all babies from unscrupulous marketing and claims about alternatives to breastmilk. Some but not all of the Code and resolutions are written into regulation in the UK, which means that advertising of follow on formula, and advertising to health professionals is permissible.

Everyone working in Unicef UK Baby Friendly Initiative accredited settings however pledges to work within the WHO Code and resolutions, and we are pleased to work in partnership with them to support health professionals in this.


Scientific and factual?
A review of infant formula advertising to healthcare professionals

This report examines the scientific evidence cited by companies to support claims made in advertising for breastmilk substitutes aimed at health workers. These adverts are allowed under current UK wide regulations, but must be 'scientific and factual.'  Studies cited in support of claims are often misleading and we believe that some of these advertisements are not in line with current regulations. 


How you can help

We are committed to raising awareness and challenging misleading claims.
If you would like to help, click the button below


Danone Nutricia

This briefing explains why a breastmilk substitute might want to partner with organisations that support pregnant women, infants and young children and reviews the activities of Danone globally has they have been externally evaluated.


Websites and organisations that are funded by the formula milk industry

We have updated this short resource which lists those websites, campaigns, programmes and organisations that have links to breastmilk substitute companies. It is not always obvious who funds particular projects or websites, and it is also useful to know which health professionals work with industry, so the aim of this resource is to provide a source of information so you can check who it is appropriate to work with.

This is of course particularly important if you work or study in a Unicef Baby Friendly accredited setting, but we also hope that others will support the rights of women and children through following WHO and WHA advice and resolutions and avoiding links with breastmilk substitute industries. The resource also contains a list of organisations you can get good advice from – no-one needs to go without good information!

Have you come across any other sites or projects we might have missed? Do get in touch


'I just want to find the right formula for my baby' 

This qualitative report considers conversations between mums and other infant carers on websites and chat boards about infant formula. It updates a previous report ‘I hear it’s the closest to breastmilk’ and considers how the conversations mums have are influenced by the marketing of infant milks.


Working within the international code of marketing of breast-milk substitutes

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what infant formula to choose

A 10 step guide


How the baby friendly initiative supports formula feeding parents

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