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The inaugural Global Congress on the Implementation of the International Code of Marketing of Breast-milk Substitutes (BMS) took place in Geneva, Switzerland from June 20-22, 2023. Hosted by the World Health Organization (WHO) and the United Nations Children's Fund (UNICEF), this historic Congress witnessed the active participation of delegates from approximately 130 countries including partners from the Partnership for Maternal, Newborn & Child Health (PMNCH). The conference focused on developing strategies to end unethical marketing practices related to breast-milk substitutes, establishing the foundation for responsible, globally recognized standards.
As a key priority for the health and well-being of mothers and their babies, PMNCH has played a pivotal role in disseminating the 2022 WHO-led report on the impact of marketing breast-milk substitutes on infant feeding. This important multi-country research study on the $55bn industry provided valuable context and fueled discussions during the conference on the impact of formula milk marketing on infant feeding decisions and practices.
Day One of the Congress brought together international experts who shared their insights and knowledge on the pressing issues surrounding the unethical marketing of breast-milk substitutes, which damages the short- and long-term health of children by undermining breast feeding and misleading parents who bottle feed. There is an urgent need for stricter regulatory guidelines on the impact of these substitutes’ marketing on global child nutrition.
Dr. Tedros delivered the opening remarks, followed by thematic discussions on strengthening legislation, monitoring, and enforcement related to the provisions of the International Code of Marketing. The aim was to foster an environment for collaborative work plans and regional networks.
The following day saw the further development of these work plans. Delegates worked towards creating advocacy strategies for enhancing legislation, monitoring systems, and enforcement within their respective countries. Additionally, the establishment of regional networks for information sharing and support emerged as a vital component of the agenda.
Day three of the congress focused on best practices related to monitoring the digital marketing of breast-milk substitutes. This was followed by speakers who shared their experiences on how several countries have strengthened their defenses against inappropriate marketing, demonstrating the collective determination for change.
A significant development discussed during the conference was the introduction of VIVID (Virtual Violations Detector). Alive & Thrive and FHI Solutions partnered with the government of Viet Nam, Scaling Up Nutrition Civil Society Alliance (SUN CSA) and Hekate, a company working to leverage AI technology for social impact projects. VIVID uses advanced artificial intelligence and supervised machine learning to identify digital advertising violations of the WHO International Code of Marketing and Promotion of Breast-milk Substitutes. This is particularly crucial as over 80 percent of exposure to breast-milk substitute advertisements happens online in certain countries. Tracking these targeted advertisements presents a unique challenge, as they are specifically tailored to be visible only to the intended audience – pregnant women or new mothers; unlike traditional marketing advertisements accessible to the public.
The three-day event concluded on a high note, leaving delegates enriched with knowledge, strategies, and tools. The collective commitment to endorsing ethical practices in the marketing of breast-milk substitutes was evident, underscoring the pivotal role of this groundbreaking Global Congress. As we move forward, the lessons learned, and partnerships formed during these three days will undeniably shape the future of infant nutrition and its related marketing practices across the globe.
1-7 August is world breastfeeding week! We encourage you to engage with WHO, UNICEF and other PMNCH partners advocating for the health and well-being of mothers and newborns.