WHO/UNICEF Note on Cross Promotion

25 May 21
Author(s)WHO, UNICEF
Topic(s): BMS Code, Breastfeeding
Location: Global
Language(s): English
Audience: Employers, Health and service providers, Media, Policy makers and legislators, Program designers and implementers, Public
Organization: WHO
Programs: Policy advocacy
Category: About the Code, Policy advocacy

The International Code of Marketing of Breast-milk Substitutes prohibits the promotion of breast-milk substitutes to the general public. WHO has noted that breast-milk substitutes can sometimes be indirectly promoted through the promotion of related products that use similar colour schemes, designs, names, slogans, or mascots. This common marketing practice, known as cross-promotion, puts the health of infants at risk because it discourages breastfeeding and creates confusion about the use of infant formula. This Information Note describes dangers inherent in the cross-promotion of infant formula and toddler milks.