The International Code of Marketing of Breast-milk Substitutes, also known as the WHO Code, is a set of guidelines established by the World Health Organization (WHO) to regulate the marketing of breast-milk substitutes, such as infant formula and other infant feeding products. The Code was developed in response to concerns about aggressive marketing practices by formula companies that were undermining breastfeeding efforts and negatively impacting infant health. Adopted by the World Health Assembly in 1981, the Code aims to protect and promote breastfeeding by restricting the promotion of breast-milk substitutes, ensuring that mothers receive accurate information about breastfeeding, and safeguarding against misleading marketing tactics that could discourage breastfeeding.