The WHO code & your business.
So you run a baby business and some has mentioned the WHO code on marketing baby milk. They might have suggested that you are unintentionally violating it.
You are confused right? You are passionate about breastfeeding, how could you be doing something unhelpful?
Here’s what you need to know. This is COMPLEX issue. This is brief .
Thing 1 This is not just about hippies boycotting Nestle
Thing 2 Protects all, not just breastfeeding families
Parents need impartial information about feeding their babies, free from misleading or idealised marketing. It is available here via First Steps Nutrition
Thing 3 Advertising influences our behaviours
In the new age of sponsorship and social media, companies are finding even more inventive ways to reach parents. If you are paid by a code violating company to advertise their product, you are complicit in their sneaky ways. Do you mean to be?
Thing 4 When you know better, you can do better.
What you say and do online will reach many people. Make sure the partnerships and giveaways you do, are inline with your personal values.
The British Medical Journal just ended their advertising agreements with baby milk companies , its an interesting read.
Thing 5 There are good companies out there!
The Global Big Latch on have a fab recent blog with examples,
Think of a big brand in the baby world, there is a large chance they are
Known violators, Medela, Lansinoh, Mothercare.
Thing 6 Parents are being misled
All Party Parliamentary Group on Infant Feeding and Inequalities (APPGIFI) was formed to address these issues. You can invite your local MP to attend.
Thing 7 The ripples spread
The lure of a network of breastfeeding events with freebies is a sneaky way of increasing brand loyalty. You have a platform, why not use it to explain why you will *not participate in, or partner with events & companies who undermine breastfeeding?
Thing 8 Ethical sources of funding matter
There are many sources of funding for small businesses, other than the comity coin types. Usually, getting in contact with your local council will have resources. There is national lottery funding and many more. Yes this will take more effort, but it is honestly the right thing to do.
Thing 9 Supermarket community schemes
The WHO code and UK LAW prohibit a number of commonly ignored practices around sales of baby milk & food. For this reason, many organizations prohibit the use of their schemes. If you use one, you may find yourself being turned away from events who need to be WHO code compliant.
Thing 10 Closing off collatorations
Be mindful of your partnerships when you are seeking collaborative projects with other organisations. You may find, that Baby friendly healthcare teams refuse to work with you if you are unaware of the WHO code. An International Board certified Lactation Consultant would not be able to work with any known code violators or with someone who is in breach of their code of ethics. (Conflict of interests)
An International Board certified Lactation Consultant would not be able to work with any known code violators or with someone who is in breach of their code of ethics. (Conflict of interests)
Baby Milk Action (UK), Baby Feeding Law Group, The International Baby Food Action Network (IBFAN0 for reports and monitoring
First Steps Nutrition Impartial information on baby milk & food <5 years
Unicef Baby Friendly Health care teams