By Odhomi Christopher
In a country where the first food a child receives can determine a lifetime of health, Nigeria is inching closer to a long-overdue milestone: stronger protection for breastfeeding and tighter control of how breastmilk substitutes are marketed.
At a crucial meeting held on March 31, 2026, in Abuja, key government agencies, development partners, and civil society groups gathered to take stock and push forward on the implementation of the Breastmilk Substitutes (BMS) Code. Their message was clear: progress has been made, but time is no longer a luxury.
For nearly a decade, Nigeria’s revised regulations on the marketing of infant foods have been stuck in a slow-moving process. Initiated in 2016 and proposed for gazetting in 2017, the regulations are now finally on the brink of official publication. The document has been signed. The paperwork is moving. The target is set for mid-April 2026. But behind the bureaucratic language lies a deeper urgency.
Every delay leaves room for aggressive marketing tactics that can undermine breastfeeding a practice proven to save lives, boost immunity, and reduce healthcare costs. The committee acknowledged this reality and did not mince words: Nigeria must act faster and smarter.
One of the biggest challenges today is no longer just billboards or TV advert it is the digital space. Social media and online platforms have become fertile ground for subtle, and often unregulated, promotion of breastmilk substitutes. Yet, Nigeria currently lacks a comprehensive system to track or control this growing trend.
The consequence? Violations go unnoticed. Enforcement remains weak. And mothers are left exposed to misleading information.
To fix this, the committee is proposing a shift into the digital age a real-time reporting systems, mobile tools, and even QR-enabled platforms to track violations as they happen. It’s a bold step, but one that reflects the realities of modern marketing.
Beyond technology, the meeting emphasized something just as critical: coordination. Government agencies, media platforms, and civil society must stop working in silos. Traditional rulers, religious leaders, and community voices must also be brought into the conversation. Protecting breastfeeding is not just a policy issue it is a cultural and societal one.
There is also a push to think long-term. Work has begun on a new national strategy for 2026–2030, designed to address emerging challenges, especially in digital marketing and enforcement. Training materials will be updated. Health workers will be better equipped. Systems will be strengthened.
But perhaps the most striking takeaway from the meeting is this: resolutions alone are not enough.
The committee stressed that every decision must come with clear timelines, defined responsibilities, and accountability. In simple terms no more talk without action.
Support from partners like UNICEF, WHO, HKI, and civil society organizations is expected to play a key role, especially in funding and technical assistance. Yet, the responsibility ultimately rests with national institutions to lead the charge.
Nigeria has already shown leadership on the global stage in aligning with international standards. Now, it must match that leadership with swift implementation at home.
Because at the heart of this issue are not policies or processes but children.
And for them, every day counts
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