The Code does not restrict the availability of substitutes for breast milk, nor prevent mothers from deciding to use them. When properly implemented, the Code will protect breastfeeding and non-breastfeeding families, as well as health workers, from unethical marketing practices. When you read these points you can see that everything LLL does, as well as what an individual Leader does when she represents LLL, is fully in accord with the Code. The International Code of Marketing of Breast Milk Substitutes is . . . The Code is a set of rules for industry, health workers and governments designed to regulate marketing.
Marketing is much more than advertising.
It includes all promotional activities including labeling, shelf space, gifts to health workers, special displays in shops, discount coupons, direct contact with mothers through phone help advice lines and Internet sites, and specifically relations with health workers and their associations. The Code is also strengthened when the formula marketing companies within each country work with their government establish a self-regulatory code of practice. . . . The Code covers other milk products, cereals, teas and juices, bottles and teats. LLL Leaders know that six months of exclusive breastfeeding is recommended. Any other food or drink introduced during that time will replace breast milk, therefore the marketing of cereals, teas, juices or water for children under six months can be interpreted intending to replace breast milk and undermine breastfeeding. . . . a compromise, not the ideal.