A growing number of African countries are fighting back against the unethical marketing of breast-milk substitutes by tightening laws to protect the health of mothers and children from misleading marketing practices, according to the 2022 International Code of Marketing of Breast-Milk Substitutes (BMS) report.

Over the past two years, protections against inappropriate marketing of breast-milk substitutes were strengthened in Côte d’Ivoire, Ethiopia, Kenya, Mauritania, Sao Tome and Principe, and Sierra Leone. 

Dr Adelheid Onyango, Director, Universal Health Coverage/Healthier Populations, WHO Regional Office for Africa said.“Marketers have been trying for decades to divert mothers from their own power to nourish their babies. The tactics have become more insidious as communication channels expand. It’s reassuring to see that more African governments are taking the threat seriously and erecting barriers to these misleading marketing techniques.”

The report indicated that the COVID-19 global pandemic created new opportunities for manufacturers of breast-milk substitutes to promote their products and brands in some countries. Marketing tactics included the distribution of free supplies of commercial formula milk in communities experiencing lockdowns, online content showcasing the manufacturer as an expert on protection against COVID-19 in babies and claims that formula provides immunity against COVID-19. Marketing of breast-milk substitutes lessens the perceived value of breastfeeding; it plays on the anxieties and expectations around nourishing babies and positions formula milk as a better alternative to breast milk. Current evidence from researchers indicates that it is unlikely that COVID-19 would be transmitted through breastfeeding or by giving breastmilk that has been expressed by a mother who is confirmed or suspected to have COVID-19. 

The report claims political will at the highest levels is needed, in addition to constraints on industry lobbying, better accountability, monitoring and enforcement mechanisms and education on the Code.