In the early 1970s, concern was raised about declining breastfeeding rates in the developing world. Women's groups, charities and other organisations highlighted the issue and cited the advertising of infant formula as a contributing factor, alongside other sociocultural factors.

There was a concern that, in developing countries, women would be persuaded to try the product instead of breastfeeding. There was a risk that women who couldn't really afford the product would try it as a result of infant formula promotion and then be unable to afford to continue it or would dilute it to make it last longer. And with higher illiteracy rates in the developing world, some mothers would be unable to understand properly the safe usage instructions on the product labels. There was concern in particular that women who did not have the proper conditions for preparing infant formula would mix it with water that had not first been boiled properly.

At this time, promotion of infant formula to the public, including radio and print advertisements, was taking place in some developing countries. These were intended for the more affluent mothers who were able to afford formula, but there was clearly a risk that poorer mothers would also want to try the products being advertised.

In response to these concerns, the World Health Assembly (WHA) in 1978 took up the issue and recommended that its member states should give priority to preventing malnutrition in infants by promoting breastfeeding. The Assembly also recommended that members "regulate inappropriate sales promotion of infant foods that can be used to replace breast-milk."

A meeting was convened in October 1979 that was attended by 150 representatives of governments, NGOs, infant food manufacturers and nutrition experts.

These talks were based on encouraging breastfeeding. Nestlé participated in these talks, which considered a very emotive issue in a serious and scientific context. From these talks, the WHO Code was drafted.

In January 1981, the Executive Board of the World Health Organisation (WHO) endorsed the fourth draft of the Code. It recommended to the WHA of the same year that the draft Code be approved as a recommendation to governments. It was passed as a recommendation in May 1981.

What does the WHO Code recommend?

The Code, which has the overall goal of protecting and promoting breastfeeding, recognises a "legitimate market for infant formula" but acknowledges that this product needs special treatment in marketing.

The Aim of the Code, as stated in Article 1, is "to contribute to the provision of safe and adequate nutrition for infants, by the protection and promotion of breastfeeding, and by ensuring the proper use of breast-milk substitutes, when these are necessary, on the basis of adequate information and through appropriate marketing and distribution."

The Code is addressed to governments, healthcare systems, health workers, NGOs and companies. Governments are urged to implement the recommendations of the Code according to their legislative and social frameworks and are given the responsibility to properly monitor the Code's implementation.