Royce posted: "I received a prompt, polite reply stating "Mead Johnson Nutritionals observes the WHO Code in developing countries; this particular ad was only distributed within the United States" " and asks "Am I missing something???????" NO, you haven't missed anything. You are watching company tactics in action: according to the new little booklet from IBFAN "Complying with the Code? A manufacturers and distributors guide to the code" (p.52): "Isn't the Code Universal? Nestle and other IFM members have committed themselves to confrom to the Code in its entirety in developing countires yet in 'developed countries' they commit themselves to marketing practices "best suited to consumer needs." The International Code applies to all countries. The preamble to the Code shows that no country is free from adverse effects on child health and nutrition of artificial feeding". At the risk of repeating earlier posts, I can only say that the International Code should be essential reading for anyone working in the area of infant feeding (not breastfeeding, infant feeding). In my own experience it repays the effort to reread it regularly. I also find reading the new golsses which appear (like the one cited -- thanks to Jean Geary of INFACT for posting to the list about it and alerting me to its existence!!) useful in gaining an ever deeper understanding of this international piece of work which sets boundaries that underpin all the work we do --and that others may do -- in the area of feeding babies. Magda Sachs Area Contact, Baby Milk Action Breastfeeding Supporter, BfN , UK p.s. Has anyone guessed my not-so-hidden agenda? That *everyone* should familiarise themselves with the WHO/UNICEF International Code of Marketing of Breast Milk Subsititutes? If you disagree with this aim, I would love to hear why. MS