What is the WHO Code?

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Selling Out Mothers and Babies - Marketing of Breast Milk Substitutes in the USA  

The WHO Code is the common name for the "International Code of Marketing of Breastmilk Substitutes," which was adopted by the World Health Organization in 1981. Recognizing that marketing formula is, by definition, an attempt to reduce the number of breastfed babies, and recognizing that breastfeeding is both a vital public health and economic issue, the USA joined with 118 other nations in ratifying the Code.

What does the Code say?

The WHO Code PROHIBITS certain aggressive infant formula marketing strategies, such as:

1. Promoting infant formula through health care facilities
2. Lobbying health care personnel with free gifts
3. Providing free formula samples to new mothers
4. Using words or pictures in advertising which idealize bottle feeding

The Code also mandates that formula ads and labels include the facts about the benefits of breastfeeding and the hazards associated with formula feeding.

The Code does not prohibit the existence of infant formula nor the choice to bottle feed. Instead, it seeks to give all women only pure facts about feeding their babies, free of marketing influence, so that they can make free and informed choices. The Code tries to level the playing field so that the superiority of breastmilk — which has no Madison Avenue agency or million dollar marketing budget promoting it —is not lost in the landslide of formula marketing hype.

Why is the Code important?

The WHO Code addresses the primary underlying reason that many women opt not to breastfeed or try and "fail" to breastfeed in the early weeks —they have been swayed by formula marketing tactics which both subvert and mislead the public.

Aggressive formula marketing reduces the rate of successful breastfeeding in two ways. 1. Samples and bottles confuse the baby’s ability to suck correctly at the breast and reduce a woman’s milk supply. 2. Marketing through doctors and hospitals mislead women to see formula as healthy and/or medically necessary.

How can the Code be upheld?

Open any baby magazine; walk into any pediatrics practice. You will see dozens of examples of the WHO Code being ignored. Free samples from maternity wards and pediatricians are routine all over California.

We need legislation which will give the WHO Code teeth. We need to make it clear that marketing infant formula in ways which mislead women will not be tolerated. Formula marketing practices must not present a stumbling block to women who otherwise wish and intend to breastfeed.

The Baby Friendly Hospital Initiative (BFHI)

BFHI Is A Joint Project Of Unicef And The World Health Organization Aimed At Increasing Breastfeeding Rates And Encouraging An International Standard For Maternity Services. The BFHI Endeavors To Give Every Baby The Best Start In Life By Creating A Health Care Environment Where Breastfeeding Is The Norm, Thus Helping To Reduce The Levels Of Infant Morbidity And Mortality In Each Country. 

Baby-Friendly Hospitals Abide By The International Code Of Marketing Of Breastmilk Substitutes By Practicing The Ten Steps To Successful Breastfeeding.

Baby Friendly Hospitals In Los Angeles County:

Inland Midwife Services – The Birth Center, Redlands

Hospitals With Certificates Of Intent As Of August 2000:

California Hospital Medical Center, Los Angeles

Huntington Memorial Hospital, Pasadena

More information: visit www.aboutus.com/a100/bfusa 

The Breastfeeding Promotion In Pediatric Office Practices Program

The American Academy Of Pediatrics Offers This Free Program To Provide Pediatricians With The Latest Scientific Information On Breastfeeding And Its Management, Promotional Materials, And Strategies For Increasing Breastfeeding Rates In Their Practices.  Visit www.aap.org/visit/brfacts.htm

Current Legislation And Laws

California Assembly Bill #157, 1997 (Enacted)

Section 43.3 Of The Civil Code Related To Personal Rights (1997)

Not Withstanding Any Other Provision Of Law, A Mother May Breastfeed Her Child In Any Location, Public Or Private, Except The Private Home Or Residence Of Another, Where The Mother And The Child Are Otherwise Authorized To Be Present.

H.R. 1163: Breastfeeding Promotion And Employers’ Tax Incentive Act

Introduced By Caroline Maloney (D) NY, 106^th Congress, 1^st Session.  To Amend The Internal Revenue Code Of 1986 To Allow Employers A Credit Against Income Tax For Expenses For Providing An Appropriate Environment On The Business Premises For Employed Mothers To Breastfeed Or Express Milk For Their Children.

California Assembly Bill # 977, 1995 (Enacted)

Requires DHS To Promote Breastfeeding In Public Health Campaigns And Requires Hospitals To Provide Lactation Support To Patients.

California Assembly Concurrent Resolution #155, 1998

This Measure “Encourages The State Of California And California Employees To Support And Encourage The Practice Of Breastfeeding, By Striving To Accommodate The Needs Of Employees, And By Ensuring That Employees Are Provided With Adequate Facilities For Breastfeeding And Expressing Milk For Their Children.”  It Also Asks The Governor To “Declare By Executive Order That All State Of California Employees Be Provided With Adequate Facilities For Breastfeeding And Expressing Milk.”  

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References. Specific references available upon request.  An excellent source of additional information can be found in Breastfeeding: A Guide for the Medical Profession, 1999 (5^th Ed) Ruth A. Lawrence and Robert M. Lawrence, MD Mosby Year Book

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Use of Breastfeeding Fact Sheets developed by The Breastfeeding Task Force of Greater Los Angeles

The Breastfeeding Task Force of Greater Los Angeles has developed the Breastfeeding Fact Sheets as a service, and site visitors are welcomed and encouraged to use them. If the Breastfeeding Fact Sheets are used "as is", we request that the Breastfeeding Task Force of Greater Los Angeles be credited. If the Breastfeeding Fact Sheets are modified or adapted, we request that we be credited as "adapted from ...", and that a copy of the adapted material be sent to us. Site visitors are also encouraged to draw upon and use the information contained in the Breastfeeding Fact Sheets as resource material to support their efforts to promote, support and protect breastfeeding.