On 21 May 2021, the world celebrated the 40th anniversary of the adoption of The Code amd marked an important milestone in global efforts to protect infants from predatory marketing that places profits before maternal and infant health. However, the US$55 billion infant formula and baby food industries continue to use many of the promotional tactics they did in the days before The Code was implemented. Tactics have become more sophisticated in pushing breastmilk substitutes through online clubs, targeted ads and social media "influencers". These systematic and unethical marketing strategies are used by the infant formula industry to influence parents' infant feeding decisions.

Manatū Hauora manages complaints about the International Code and the Code of Practice for Health Workers.  More information can be found on the Manatū Hauora website.