World Health Assembly sets 2030 nutrition goals and targets misleading baby food ads

WHO’s 78th World Health Assembly (May 19–27) has recommitted to global nutrition targets and marketing regulations. It will extend the implementation plan for maternal, infant, and child nutrition through 2030 and will regulate digital advertisements for breast milk substitutes.

Its 2030 targets include:

• A 40% reduction in the number of children under five years who are stunted, compared to the 2012 baseline.
• A 50% reduction in anemia in women of reproductive age, compared to the 2012 baseline.
• A 30% reduction in low birth weight, compared to the 2012 baseline.
• Reduce and maintain overweight in children under five years to less than 5%.
• Increase the rate of exclusive breastfeeding in the first six months up to at least 60%.
• Reduce wasting in children under five years to less than 5%.

WHO member states also committed to extending the International Code of Marketing of Breast Milk Substitutes (the Code) provisions against the marketing of formula milk and baby foods.

Moreover, the resolution calls for stronger efforts in digital marketing regulation to protect infant and child health.

“Globally in 2024, an estimated 148 million children under five experienced stunting, 45 million were estimated to be wasted, and 37 million children were overweight or living with obesity,” said the representative of Ireland, which proposed the resolution with Ethiopia.

Countries at the assembly agreed to continue curbing the digital marketing of formula milk and baby foods in accordance with the Code.“That is almost 240 million children who are being denied the chance to thrive and meet their full potential.”

Targeting false marketing

Countries at the assembly agreed to continue curbing the digital marketing of formula milk and baby foods in accordance with the Code. 

The public health agreement was passed at the World Health Assembly in 1981 to protect caregivers from the baby food industry’s “aggressive” marketing that uses misleading claims or promotes unhealthy baby foods.

A recent investigation revealed the poor nutritional quality of baby food pouches in the UK. Nutrition Insight examined the needs of growing infants and consulted with experts who called for stricter marketing regulations. We spoke with companies criticized in the probe, whose products were reported to contain high sugar levels, low iron, or a loss of vitamin C during the manufacturing process.

The WHO warns of new digital marketing tactics surging through influencers and social media channels. Researchers recently informed us that 24 million people are at risk of serious health consequences from following the nutrition advice of 53 social media “super-spreaders.” The WHO partnered with TikTok in a year-long collaboration to promote science-based health information on social media.

Further, the resolution calls for countries to invest in systems for monitoring and enforcement of efforts to create and boost digital marketing regulation protecting infant and child health during the first 1,000 days of life.

“Optimal breastfeeding provides critical nutrition and limits free sugar exposure, making it a powerful [and] cost-effective intervention to reduce the lifelong risk of NCDs,” notes the representative of the FDI World Dental Federation, a non-state actor in official relations with the WHO. 

“We applaud the new operational targets, especially early breastfeeding initiation, access to counseling on infant and young child feeding, and tracking sugary drink consumption in children.”

The 2030 targets include a 40% reduction in stunted children, 50% reduction in anemia, 30% reduction in low birth weight, and a 40% reduction in overweight children.The WHO draws attention to children who are the “foundation of our shared future.” Therefore, resolutions are made to enable them to have the best opportunity possible to realize their potential. 

Extending targets and scaling action

The implementation plan, first adopted in 2012, seeks to adopt new process indicators to monitor progress on dietary diversity and breastfeeding.

The WHO notes that countries set more ambitious goals on exclusive breastfeeding rates and overweight children — “ targets that have nearly been achieved.”

However, beyond just extending the targets, the resolution calls for enhanced integration of essential nutrition actions across all sectors. It highlights the need to improve capacity-building for health care workers and to implement more policies, such as taxing sugar-sweetened beverages.  

The WHO notes that the new 2030 deadline aligns with the UN Sustainable Development Goals and gives countries more time to address issues affecting nutrition, such as climate change, economic crises, displacement, and rising food prices. However, research calls for faster momentum for the health target, as rates have slowed despite progress.

Malnutrition still demands attention, as reverse migration from the US to Latin America fuels an invisible crisis. Fifty-five thousand Somali children are at risk of illness or death due to nutrition centers closing, and half a million Gazans face starvation, prompting calls for justice and aid.