Written by the WHO/UNICEF NetCode author group, the comment focuses on the need to protect families from promotion of breast‐milk substitutes and highlights new WHO Guidance on Ending Inappropriate Promotion of Foods for Infants and Young Children. The World Health Assembly welcomed this Guidance in 2016 and has called on all countries to adopt and implement the Guidance recommendations. NetCode, the Network for Global Monitoring and Support for Implementation of the International Code of Marketing of Breast‐milk Substitutes and Subsequent Relevant World Health Assembly Resolutions, is led by the World Health Organization and the United Nations Children's Fund. NetCode members include the International Baby Food Action Network, World Alliance for Breastfeeding Action, Helen Keller International, Save the Children, and the WHO Collaborating Center at Metropol University. The comment frames the issue as a human rights issue for women and children, as articulated by a statement from the United Nations Office of the High Commissioner for Human Rights.

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Women's, Children's, and adolesCents' health 42 BmJ 351:suppl1 | the bmj Human rights in the new Global Strategy By recognising the centrality of human rights, the revised Global Strategy encourages some bold shifts in improving the health and wellbeing of women, children, and adolescents, say Jyoti Sanghera and colleagues expressed in this article, which does not necessarily represent the views, decisions, or policies of WHO or the institutions with which the authors are affiliated. Jyoti Sanghera chief 1 Lynn Gentile human rights officer 1 Alfonso Barragues technical adviser on human rights 3 Imma Guerras-Delgado child rights adviser 1 Lucinda O'Hanlon women's rights adviser 2 Rachel Louise Hinton technical officer 4 Kumanan Rasanathan senior health specialist 6 Marcus Stahlhofer adviser, child and adolescent rights 7 Rajat Khosla human rights adviser 5

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