Compliance with the international code of marketing of breast milk substitutes: Can physicians protect the code?

Background: The International code of marketing of mother's milk substitutes was adopted following the reports on the general decline in the prevalence of breastfeeding worldwide. This topic gains the attention of the Saudi authority that implementing the Saudi regulations code of marketing mother's milk substitutes. Research aims: To determine the prevalence of exposure to mother's milk substitute products marketing among family medicine and pediatric physicians through key channels such as health facilities, media, and direct contact with companies. Methods: A cross-sectional study, survey-based, with a sample of family medicine physicians and pediatricians working at King Saud University Medical city from February 2021 to May 2021. The researchers adopted the health facilities module of the monitoring tool established by The World Health Organization to monitor adherence to the code. Results: Out of 131 participants, 31.3% (n=41) reported that the personnel from companies had contacted them. The direct visit was the most prevalent means (67.2%, n=88). Promotional, Informational, or educational materials and Samples of formula milk/other baby food products were prevalent. The company representatives popularly offered to sponsor events/workshops for health facilities/ staff, 43.5% (n=57). There is a significant lack of knowledge and training among the participants regarding the national and the international code of marketing mother's milk substitutes. Conclusion: There is a significant degree of non-compliance to the code of Marketing of mother's milk Substitutes among breast-milk substitute products manufacturers. The study recommends training the physicians about implementing the code of marketing mother's milk substitutes.