Mexico Leads Global Push for Breastfeeding Protections

Mexico played a central role in the WHO's Executive Board decision to regulate the digital marketing of breast milk substitutes during its 156th session. A resolution, drafted by Mexico and Brazil, was presented by a coalition of 21 countries. The measure aims to curb aggressive online advertising tactics that influence maternal and child nutrition choices. If adopted, it will be reviewed at the upcoming World Health Assembly in May 2025.

The initiative was spearheaded by Mexico’s Ministry of Health (SSA), which collaborated closely with Brazil and the International Baby Food Action Network. Mexico’s delegation, including representatives from the National Center for Gender Equity and Reproductive Health and the National Institute of Public Health, led the year-long effort to secure consensus on the resolution. The country has been a strong advocate for addressing the increasing influence of digital advertising, including the use of influencers and targeted content, which can shape caregivers' decisions about infant feeding.

According to Ruy López, Director General of Health Promotion, SSA, digital technologies have changed how breast milk substitutes are promoted, and regulations must evolve accordingly to safeguard infant health. The resolution outlines key recommendations, including the establishment of national regulations restricting online advertising of these products, monitoring systems to track marketing practices, and strengthening government agencies overseeing advertising regulations. It also calls for safeguards against conflicts of interest that could affect policy implementation.

The WHO reports that in most Latin American and Caribbean nations, less than half of newborns are breastfed within the first hour after birth, and more than 60% do not receive exclusive breastfeeding until six months of age, as reported by UNICEF.

In Mexico, 43% of babies under six months old are given baby formula instead of breastmilk. Furthermore, over 5,700 infant deaths linked to inadequate breastfeeding practices are reported annually, reports?

If babies were fed exclusively on breastmilk for the first six months, many premature deaths would be prevented and MX$200 billion (US$10.3 billion) would be saved, reports SSA. However, over 4.5 billion people globally lack full access to essential health services, leaving many women without adequate guidance and support for optimal breastfeeding. UNICEF and WHO stress the importance of reliable data collection to address these gaps and ensure timely support for mothers and families.

The report also underscores concerns about the strong influence of commercial interests, which can undermine breastfeeding promotion efforts and create conflicts of interest in public health policy.

Mexico elevated the International Code of Marketing of Breast Milk Substitutes to the status of law in 2024 under the new Adequate and Sustainable Food Law. This move underscores the country’s proactive stance in ensuring policies that protect breastfeeding and regulate commercial influences in infant nutrition. The WHO resolution, if adopted in May, could serve as a global model, with Mexico at the forefront of international efforts to address the evolving landscape of digital marketing in maternal and child health.