Abstract: Companies which market products to families of young children change their tactics often, and as lactation care providers, we need to adapt and be ready for their next move. In this presentation, we will review a rubric of WHO Code guidance and the types of products it covers. Next we will look at 3 real-world situations through an ethics lens to determine who and how they serve. Using the rubric, we will focus on the situation's WHO Code compliance and take a wider look through a general ethics lens. Finally, we will discuss appropriate, effective action steps for responding to unethical situations.