At WHO’s Executive Board (EB) meeting in its Geneva HQ last week, the many serious emergencies caused by conflicts and climate events were on everyone’s minds. IBFAN’s role was, once more, to remind everyone of the importance of addressing conflicts of interest and safeguarding and supporting women who want to breastfeed – a lifeline for so many babies that provides food, nurturing care and immune support.
“Brazil believes that addressing this issue is crucial to guarantee that public health interests prevail. Brazil urges member states to strengthen the regulation of digital marketing for breast milk substitutes by adopting effective measures to safeguard the healthy development of children … Together, let us work towards a future where every child has the opportunity to thrive in growth in a healthy environment.”
Douglas Nascimento Santana, speaking for Brazil, said that they intend to propose a World Health Assembly (WHA) Resolution on the digital marketing of breastmilk substitutes.
The Guidance published in November 2023, followed WHO’s usual strict procedures and a comprehensive review of evidence that was provided to the 75th WHA in 2022. 65 Member States and Civil Society Organisations responded to an open public consultation that took place in September 2023. [ii]
The Guidance aims to help Member States tackle a problem that was not envisaged when the International Code of Marketing of Breastmilk Substitutes was adopted in 1981, and the issue of Digital Marketing demonstrates the continuing need for biennial reporting to the WHA – the world’s highest health policy setting body. 20 WHA Resolutions and Decisions have been adopted since 1981 that have updated the Code in line with marketing and scientific developments.[iii]
While more and more of us are relying on digital tools and artificial intelligence, these technologies have also created new risks. Digital marketing tools can be powerfully persuasive, extremely cost effective and often not easily recognizable as promotions. They are now the predominant source of exposure to misleading messages with manufacturers of baby feeding products paying influencers and using algorithms and deceptive schemes to target pregnant and lactating women, persuading them to feed expensive, ultra-processed and environmentally wasteful products that harm children’s health.[iv]
[ii] The Guidance covers products that fall with the scope of the International Code of Marketing of Breastmilk Substitutes and the 20 Resolutions that have strengthened and clarified it (together referred to as “The Code”. The Code was adopted in 1981 and is the first global tool designed to control commercial marketing. Its aim 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” 1.
