During the second week of May, from the 8th to the 14th, the World Health Organization’s Programme, Budget and Administration Committee (PBAC) convened a critical session addressing longstanding concerns over the aggressive marketing of breast-milk substitutes. The discussions, held as part of preparations for the upcoming 78th World Health Assembly, revisited enforcement of the 1981 International Code of Marketing of Breast-milk Substitutes—a landmark framework aimed at protecting breastfeeding practices globally.
Delegates from member states examined the extent to which marketing by infant formula companies has continued to undermine breastfeeding, particularly in vulnerable and low-income communities. Health experts and advocacy groups presented compelling evidence showing how targeted advertising and misleading claims have contributed to declining breastfeeding rates, resulting in potential negative health outcomes for infants.
One of the focal points of the PBAC meeting was the need for stronger international mechanisms to curb these marketing practices. Advocates called for a multipronged approach that includes stricter product labeling regulations, widespread public health awareness campaigns, and the imposition of meaningful penalties for companies found violating the Code.
While representatives from the infant formula industry voiced concerns about potential overregulation, arguing that it could limit parental choice and access to alternatives, the majority of WHO member states appeared unified in their commitment to prioritize infant health and nutrition. Several countries shared successful national experiences where firm enforcement of marketing restrictions correlated with improved breastfeeding outcomes.
In response to the broad consensus, the committee assigned the WHO Secretariat the task of drafting an updated global strategy. This revised approach will incorporate feedback from the PBAC discussions and reflect the current challenges posed by digital marketing and transnational advertising campaigns.
The Secretariat is expected to present the revised strategy during the full assembly on May 26. This forthcoming session of the World Health Assembly will serve as a pivotal moment in determining how the global health community proceeds in defending and promoting breastfeeding, especially amid mounting pressures from commercial interests. With increasing recognition of the health, economic, and societal benefits of breastfeeding, the call for bold international action has never been more urgent.
