Assembly Takes Action: New Health Policy Targets Digital Marketing of Infant Formula

The World Health Assembly has taken a significant step to regulate how infant formula companies promote their products online. In the past, marketing tactics did not include digital platforms like social media, but today, these channels can heavily influence parents. This change is crucial for protecting breastfeeding.

The original International Code of Marketing of Breast-milk Substitutes was set in 1981, a time when digital marketing was unheard of. Even the 2012 update missed the boom of targeted online ads. Now, a new resolution allows countries to receive guidance from the World Health Organization (WHO) on limiting digital promotions for infant formula.

This resolution, put forth by Brazil and Mexico, highlights the need for countries to gather lessons and challenges in enforcing these new guidelines. The WHO aims to compile this information and report back in 2028. Dr. Tedros Adhanom Ghebreyesus, WHO’s Director-General, highlighted that this initiative could help counter the push of formula marketing, which often misleads parents.

Dr. Bruce Aylward, the WHO’s Deputy Director-General for Universal Health Coverage, mentioned that the organization is working on AI tools to identify violations of these marketing regulations. This tech could help countries better enforce the rules.

In 2019, global sales of formula milk were estimated at a staggering $70.6 billion, according to a multi-country study. Many mothers reported feeling overwhelmed by a flood of online marketing tailored to their searches for infant feeding advice. They encountered a range of products making lofty promises, contributing to confusion during a critical parenting phase.

The assembly also recognized World Prematurity Day, pointing out that around 13.4 million babies are born prematurely each year. Complications from premature birth are a leading cause of death for children under five. Dr. Aylward noted a stark difference in survival rates, with over 90% mortality for extremely preterm infants in low-income countries compared to less than 10% in wealthier nations.

The resolutions passed during the assembly also embraced a broader focus on women’s health. Poland, representing the European Union, emphasized that sexual and reproductive health should be considered a human right. They asserted that individuals should have the freedom to make choices related to their reproductive health without facing discrimination or coercion.

Finland and Germany echoed these sentiments, advocating for universal access to safe abortion and comprehensive sexual health education. Surprisingly, there wasn’t any opposition from countries that usually voice objections. This consensus indicates a shift toward prioritizing health and rights.

As we see these changes unfold, it’s clear that the conversation about breastfeeding, infant formula marketing, and reproductive health is increasingly relevant. Policies are evolving to create a safer and more informed environment for parents, and a more equitable approach to health overall.

For further insights, you can read more about the WHO’s guidelines and the International Code of Marketing.

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