Breastfeeding is the norm for the human child and it is especially important that healthcare professionals make every effort to promote breastfeeding and provide modern midwifery care. The International Code of Marketing of Breast-Milk Substitutes has made a significant contribution to the encouragement of breastfeeding. The set of measures to protect parents with the emphasis on good practices in breastfeeding should be corrective and a starting point for health professionals. This is especially important for midwives, as their care covers the breastfeeding needs of parents prenatally, perinatally and postnatally. Compliance with the WHO Code by midwives ensures a professional approach and optimal outcomes for mothers and babies. The midwife's role in influencing the mother`s decision making is essential and the health professional is an opinion leader for inexperienced parents who can easily be swayed by unethical practices and marketing breaching the Code.
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