Updated: Unicef UK Baby Friendly Initiative Guide on the International Code of Marketing of Breastmilk Substitutes for health workers

At the November 2025 Conference, Unicef UK’s Baby Friendly Initiative published the 2025 update to their Guide for Health Workers to working within the International Code of Marketing of Breastmilk substitutes and subsequent World Health Assembly (WHA) resolutions. We at First Steps Nutrition Trust are proud to have supported this update through expert input and review of the guide.

This most recent edition incorporates findings and recommendations from the latest global guidance as well as UK advocacy action, to provide a comprehensive guide for health workers and health services in the UK on how to adhere to the Code. Sections include: a summary of the regulatory and policy frameworks (globally and in the UK); advertising; provision and procurement of infant formula in health and community services; education, information and conflicts of interest; research and a section of Frequently Asked Questions (FAQs). Throughout the document, further resources are provided, including summaries and reference to other important and complementary documents and some examples of best practice. Some sections have specific and practical guidelines for compliance in Baby Friendly accredited services.

The guide exists to help health professionals to use the Code in daily practice and to negotiate some of the challenges and questions faced at work, enabling them to approach tricky situations with confidence and integrity. In doing so, this will ensure adherence to the Code, protecting breastfeeding and ensuring that parents who formula feed have access to accurate and evidence-based information.