Healthy Horizons is proud to be WHO Code Compliant. We are committed to upholding the highest ethical standards in the marketing of our products and supporting breastfeeding as the optimal way to nourish infants.

Our long-standing commitment to evaluating our operations and offerings consistently to reflect Code compliance reflects our dedication to the health and well-being of mothers and babies. We believe that by adhering to the Code's principles, we can contribute to a world where breastfeeding is protected, promoted, and supported.

The International Code of Marketing of Breastmilk Substitutes (the Code), established by the World Health Organization (WHO), is a crucial framework for protecting and promoting breastfeeding. It aims to ensure that the marketing of breastmilk substitutes, feeding bottles, and teats does not undermine breastfeeding practices.

However, there are several misconceptions surrounding compliance with the Code. Let's debunk six common myths:

Myth 1: The Code only applies to infant formula.

Reality: The Code covers a broader range of products, including breastmilk substitutes and feeding bottles with nipples. It also encompasses complementary foods intended for infants under six months of age.

Myth 2: Compliance is voluntary.

Reality: While the Code itself is not legally binding, many countries have incorporated its provisions into national legislation or regulations, making compliance mandatory.

Myth 3: The Code prohibits all marketing of breastmilk substitutes.

Reality: The Code does not impose a complete ban on marketing. Instead, it sets strict guidelines on how these products can be promoted, focusing on providing accurate and unbiased information to healthcare professionals and parents.

Myth 4: Compliance hinders innovation in infant nutrition.

Reality: The Code encourages innovation that supports breastfeeding and improves infant nutrition. It does not restrict the development of new products, but rather ensures that their marketing is responsible and does not discourage breastfeeding.

Myth 5: Compliance is only relevant for manufacturers.

Reality: Compliance extends to all stakeholders involved in the marketing and distribution of breastmilk substitutes, including healthcare professionals, retailers, and distributors. Everyone has a role to play in protecting and promoting breastfeeding.

Myth 6: The Code prohibits all bottles.

Reality: Feeding bottles and storage bottles have different designs and purposes. Feeding bottles are specifically designed for babies to drink from, often featuring nipples, vents, and specific shapes to promote proper latch and reduce air intake. Storage bottles, on the other hand, are primarily meant for safe and convenient breast milk storage, with a focus on hygiene and leak-proof seals.

Navigating the Complexities of Code Compliance

It's important to understand that the Code primarily addresses the marketing practices of companies, not the products themselves. Therefore, selling products from companies that may have marketing practices not fully aligned with the Code does not violate the Code, as long as the seller's own practices are compliant.

Sharing information about potential WHO Code compliance concerns can help organizations ensure their practices align with these important guidelines, ultimately benefiting mothers and babies.

Healthy Horizons works tirelessly to ensure that we are meeting our obligations under the Code. If you spot a violation, please contact us through our online contact form here so that we can take immediate action.