In 1979, IOCU (which then became Consumers International) and other citizens’ groups formed the International Baby Food Action Network (IBFAN) to eradicate the death and disease affecting millions of babies in economically developing countries as a result of consuming bottle-fed formula milk. After intense campaigning by IBFAN, including organising consumer boycotts against the likes of Nestlé, whose subtle yet effective campaigns were undermining breast feeding, the World Health Assembly of the World Health Organization, adopted the International Code of Marketing on Breast Milk Substitutes the first such code designed to control widespread marketing abuses by baby food companies.