The World Health Assembly (WHA) adopted the International Code of Marketing of Breast-milk Substitutes in 1981 to restrict marketing that undermines breastfeeding and promotes inappropriate infant feeding practices. Subsequent World Health Assembly resolutions have been adopted to address evolving health recommendations and rapidly-changing marketing practices.

40 years later, predatory marketing of breastmilk substitutes and related products is still a predominant barrier to improving breastfeeding. Every year, inadequate breastfeeding is associated with 700,000 deaths globally. Such marketing has been especially rampant on digital platforms. A Decision adopted by the WHA in May 2022 requests the Director-General to develop guidance for Member States on regulatory measures to  restrict digital marketing of breastmilk substitutes.

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Welcome to CATCH x International Code *beta

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CATCH is used as a connector hub to systematically collects Code violations through artificial intelligence (Virtual Violations Detector / VIVID) for national enforcement, advocacy, public knowledge, and research. By showing how companies are violating the Code, it is also a useful too for those interested in Environmental, Social, and Governance (ESG) analysis and ethical investment.

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Public users are encouraged to submit violations as part of the machine teaching process, as well as to participate in Code monitoring by submitting violations through a crowd-based option, especially with marketing practices that are not easily detected digitally. Right now, we are in our *beta phase - a critical step to collect and evaluate user/partner feedback for our next steps.