Don’t Push It: Why the formula milk industry must clean up its act

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This report, authored by Save the Children UK and endorsed by Helen Keller International, highlights the rapid growth of the market for baby milk formula and its potential to threaten the lives and the health of millions of vulnerable children. While recognizing the need for certain infants to be formula-fed and the right of mothers to choose how to feed their child, the “Don’t Push It” report cites evidence that demonstrates much of this increase in use stems from powerful and aggressive marketing efforts that have led mothers to limit or abandon breastfeeding.

Don’t Push It” calls on governments, manufacturers and distributors of breast-milk substitutes—and investors—to comply with the WHO Code of Marketing of Breast-milk Substitutes (the Code) and its subsequent resolutions.

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