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June 2, 2025 — Breastfeeding is widely recognized as one of the most effective ways to ensure child survival, health, and development. Yet, a surge in sophisticated digital marketing campaigns for formula milk is threatening to reverse years of progress in promoting breastfeeding, according to health experts and a recent World Health Assembly resolution.
Digital Marketing Tactics Target Vulnerable Parents
Recent findings reveal that more than half of new parents are exposed to online promotions for formula milk, with figures soaring to over 90% in some countries. These promotions often masquerade as medical advice or peer support, making it difficult for parents to distinguish between genuine health guidance and commercial interests.
Critically, these campaigns frequently omit essential information about the unique benefits of breast milk, particularly its role in building a child’s immune system—something formula cannot replicate. Furthermore, in communities lacking access to safe water, formula feeding can increase the risk of illness and infection among infants.
Breaching International Guidelines
The aggressive digital marketing of breast milk substitutes (BMS) is not just a public health concern; it contravenes the International Code of Marketing of Breast-milk Substitutes, established by the World Health Organization (WHO) in 1981. Despite this, a 2022 WHO and UNICEF report found that formula companies now allocate up to 70% of their marketing budgets to digital platforms, including apps, baby clubs, paid influencers, and online forums. These tactics often involve harvesting personal data to target parents with tailored promotions, further violating the Code.
Global Response: A New Resolution
In response to these challenges, WHO member states adopted a landmark resolution at the World Health Assembly in Geneva on May 26, 2025. Led by Mexico and Brazil and supported by the Scaling Up Nutrition (SUN) Movement, the resolution aims to curb digital marketing of breast milk substitutes and ensure parents receive accurate, transparent information.
The science supporting breastfeeding is robust: exclusive breastfeeding can prevent up to 823,000 child deaths and 20,000 maternal deaths from breast cancer annually. It also reduces the risk of physical and cognitive stunting in children by 20%. Despite progress—exclusive breastfeeding rates have risen globally from 37% in 2012 to nearly 48% in 2021—misleading digital marketing threatens these gains, with inadequate breastfeeding responsible for 16% of child deaths each year.
Steps Forward: Enforcement and Support
The new resolution provides a framework for action, but experts stress that enforcement and cross-sector collaboration are crucial. Countries like Vietnam are pioneering innovative solutions, such as an AI-powered Virtual Violations Detector that identifies breaches in real time and alerts regulators.
Additionally, integrating breastfeeding promotion into healthcare systems and supporting positive campaigns are vital. El Salvador’s “Nacer con Cariño” (Born with Love) policy, which includes training for breastfeeding counselors, has helped the country surpass global breastfeeding targets, demonstrating the power of coordinated, supportive approaches.
Conclusion
As digital marketing continues to evolve, so must efforts to protect parents and children from misleading information. The recent WHO resolution marks a significant step, but its success will depend on strong enforcement, unified policies, and ongoing support for breastfeeding.
Disclaimer:
This article is based on information from the News-Medical.Net article “Digital baby formula campaigns undermine breastfeeding and put child health at risk” (published June 1, 2025) and related public health sources. The content is intended for informational purposes only and should not be considered medical advice. For personalized recommendations, please consult a qualified healthcare professional.
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