Marketing guidelines

Current work is underway to update our marketing efforts in order to meet our obligations under the World Health Organization’s International Code of Marketing of Breast Milk Substitutes (further referred to as International Code). International Code is a set of recommendations to regulate the marketing of human milk substitutes, feeding bottles and teats. This work is current and ongoing as part of our commitment to upholding our obligations to the International Code.

Of critical significance to Medela, there will be no advertising or other forms of promotion to the general public of feeding bottles and teats. This means:

• Medela will neither idealize bottle feeding (e.g., “Make breastfeeding simple,” “Easiest way to feed,” “Feeding was never so easy,” etc.) nor make any statement that implies similarity with breastfeeding (e.g. “As good as breastfeeding,” “Teats shaped just like the nipple of the mums”; “Close to natural breastfeeding” etc.).
• Medela webpages related to feeding bottles and teats will not be promoted, advertised or suggested as useful or relevant products within our webpages.
• Medela webpages and marketing materials related to feeding bottles and teats will only be factual and will not show images or text that may idealize the use of feeding bottles or teats and will not show images of infants being bottle fed.
• Parents and infants will not be shown on materials relating to feeding bottles and teats. They will only be shown on packaging or Medela’s owned channels in the context of breastfeeding or expressing human milk.
• Medela images of storage bottles with lids and expressed milk will be shown in context with expressing milk.

• New feeding bottles and teats Instructions for Use (IFU) will include the following statements
  • Warning: It is important for your baby’s health to follow the cleaning and sterilization instructions carefully. If you use a feeding bottle, your baby may no longer want to feed from the breast.
  • IMPORTANT NOTICE: Breastfeeding is best. Breast milk is the ideal food for the healthy growth and development of infants and young children. It protects against diarrhea and other illnesses.
  • Feeding with a cup is more hygienic than bottle feeding.
• New feeding bottles and teats packaging will include
  • The following statement: Exclusive breastfeeding is recommended for the first 6 months with continued breastfeeding for 2 years or beyond for healthy growth and development.
  • Only a graphic image of the product for easy identification, with no pictures of infants or parents.

• Medela will not provide, directly or indirectly, to pregnant women, mothers, or members of their family samples of products within the scope of the International Code. Samples of products within the scope of the International Code will only be provided to health workers upon request for professional evaluation or research at the institutional level.
• Medela will not use facilities of health care systems to display storage bottles assembled with teats.
• Medela will disclose to the institution to which a recipient health worker is affiliated any contribution made to or on their behalf for fellowships, study tours, research grants, attendance at professional conferences, or the like, and will ensure that the recipient makes similar disclosures.
• Medela further upholds its commitment to the International Code of Marketing of Breast Milk Substitutes by refraining from providing feeding bottles and teats in cases of natural disasters or other emergencies, prioritizing the promotion and support of breastfeeding for the health and well-being of infants and mothers worldwide.

If you notice any non-compliance to our Medela marketing guidelines, please contact us via this email: marketingguidelines@medela.com