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[Editorial] No ifs, no buts, no follow-on milk

Regulation of the marketing of breastmilk substitutes is a cornerstone of global action on breastfeeding; the International Code of Marketing of Breast-Milk Substitutes was drafted in 1981 amid widespread concern about the advertising and promotion of infant formula, particularly in settings where mothers lacked access to the clean drinking water and sterilisation equipment needed to safely prepare formula milk. The Code prohibits direct advertising of breastmilk substitutes to mothers, claims that formula milk provides health benefits, and gifts or free supplies to health-care workers and facilities.