Understanding the code
Omobolanle Adeyela, a student midwife, uses Gibbs' reflective cycle to understand the international code of marketing of breastmilk substitutes
My third year elective placement was centred on increasing my knowledge in relation to the international code of marketing of breastmilk substitutes (known as the code) (World Health Organization (WHO), 1981). In 2021, the code marked its 40th anniversary. The code is a guideline developed by the WHO to protect and promote breastfeeding for mother, infant and family. The code is designed to stop commercial interests endangering the health and wellbeing of infants. The code ensures that when human milk substitutes are required, they are used properly through adequate information and appropriate marketing and distribution (Soldavini and Taillie, 2017).
The purpose of the code is to restrict marketing and advertising of breastfeeding substitutes, such as formula milk, teats, bottles, baby foods marketed for use before 6 months (eg cereals, juices or baby teas) and soothers to mothers, families and wider public/society. The reason for this is that exposure to formula marketing can affect exclusive breastfeeding, informed choice in relation to infant feeding methods or the choice not to breastfeed (Heinig, 2006). The code ensures that women and their families have the necessary factual information to make a decision that is right for their family.
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