Aligning Commercial Success and Public Health Protection

Understanding the WHO Code 

Adopted in 1981, the WHO Code establishes critical safeguards to protect breastfeeding by restricting how infant formula, bottles, teats, and related products are marketed. The Code recognises that aggressive, non-evidence-based marketing can influence the type of information and support health professionals provide families. Research consistently shows that exposure to formula marketing reduces breastfeeding rates and shortens breastfeeding duration. and can also unduly influence a family’s feeding choices. The Code tries to level the playing field by ensuring that that marketing of formula and related products is regulated. 

The Code is particularly important in many low- and middle-income countries, where access to clean water, fuel to prepare formula and clean bottles, teats, and related products, may be limited or unavailable.  

ICM has adhered to the WHO Code for decades, and encourages other professional associations, health workers, and midwives to do the same. 

Collaboration with Medela 

In 2025, Medela announced that it had completed a long-term project to ensure that the products they sell and the way that they are marketed are in alignment with the Code. This sends a powerful message: protecting breastfeeding and supporting informed feeding choices is good business and good ethics. 

ICM partners with organisations that meet our ethical standards and share our commitment to evidence-based practice. Medela’s commitment to Code compliance makes them an aligned partner. Commitments like these show that through adhering to global marketing guidelines, commercial success and public health protection can align.