Medela’s commitment to aligning with the aim of the WHO Code has been long-standing. The milestones below outline the steps we have taken to evolve our practices and portfolio, reflecting our consistent support for breastfeeding.
There is no international body that certifies companies as compliant with the WHO International Code. However, according to UNICEF guidance, companies are responsible for demonstrating their own alignment through their policies and actions. The following provides a transparent record of Medela’s journey and the steps taken since 2020.
2020
Medela began a full review of its marketing practices in collaboration with lactation professionals and associations. New Marketing Guidelines were introduced to ensure Medela did not promote its products in ways that could be interpreted as detracting from breastfeeding.
These guidelines removed idealizing language, images and claims, such as “similar to breastfeeding,” “natural,” and established clear standards for product presentation. Feeding bottles were only shown in the context of breast milk feeding, with supporting elements emphasizing the breastfeeding relationship, like a breast pump in the background when feeding bottles were present.
Additionally, an internal and external whistleblower mechanism was established to enable reporting of concerns related to Medela’s or that of its distributors’ marketing practices via marketingguidelines@medela.com
These steps intended to reinforce the purpose of our feeding bottles as a means of supporting breastfeeding relationships and helping mothers during periods of separation.
2021 to 2022
Ongoing engagement with IBCLCs, professional associations, and other lactation stakeholders across multiple regions helped better language, educational content, and how products were presented.
2023
Marketing Guidelines were further strengthened to ensure products under the scope of the Code were no longer promoted. Product imagery, text and references that could be interpreted as idealizing bottle-feeding practices were removed from Medela webpages and partner platforms where needed.
All product descriptions, Instructions for Use, and packaging of feeding bottles were revised to ensure factual, non-idealizing language, including appropriate warnings about the introduction of bottle feeding.
Alongside the existing reporting channel, an anonymous internal reporting system was introduced to support Medela's employees in raising non-compliance concerns.
2024
A new website was launched, removing all imagery of products under the scope of the Code except where required for Instructions for Use. A formal, comprehensive WHO International Code Policy was issued in alignment with all WHO Code and WHA resolutions.
Further to this, Sales and Marketing teams received training on Medela’s obligations under the Code, appropriate language, and acceptable use of imagery.
May 1, 2025
Medela publicly announced its decision to discontinue all feeding bottles and teats worldwide. This step was taken to provide clarity on Medela’s position for clinicians, families, and advocacy groups and to eliminate ambiguity regarding product categories within the scope of the WHO Code.
July 1, 2025
A global stop‑sale of all feeding bottles and teats came into effect, with regional phase-outs managing remaining legacy stock.
Pacifiers were also voluntarily discontinued, although not within the scope of the Code, to further reduce potential ambiguity and strengthen Medela’s commitment to breastfeeding.
With these changes, Medela exited all product categories covered under the WHO Code and continues to uphold its commitment to protect and promote breastfeeding.
Late 2025
An annual review of web and educational materials was conducted to ensure full consistency and removal of references to products under the scope of the Code.
2025 to 2026
Medela expanded engagement with the global lactation community through listening sessions and ongoing dialogue with IBCLCs and healthcare professionals. Medical Affairs, academic partners, and research leaders committed to quarterly updates on human milk science. Annual transparency reporting and external advisory review processes were established.
