Baby-formula marketing is ‘pervasive, misleading and aggressive’

By our News Team | 2022

UN report slams marketers around the world for using “systematic and unethical marketing strategies” to influence parents’ decisions.

Parents and pregnant women globally are exposed to aggressive marketing for baby formula milk, according to a report launched jointly by two UN agencies this week.

‘How marketing of formula milk influences our decisions on infant feeding’, is the first report in a series by the World Health Organization (WHO) and the UN Children’s Fund (UNICEF), and draws on interviews with parents, pregnant women and health workers in eight countries. 

More than half of those surveyed acknowledged that they had been targeted by formula milk companies.

Marketing Ethics

Photo by William Fortunato from Pexels

Invasive marketing and unethical strategies

UNICEF and WHO maintain that the US$55-billion formula milk industry uses systematic and unethical marketing strategies to influence parents’ infant feeding decisions and exploitative practices that compromise child nutrition and violate international commitments.

“This report shows very clearly that formula milk marketing remains unacceptably pervasive, misleading and aggressive,” said WHO Director-General, Tedros Adhanom Ghebreyesus, who is calling for regulations on exploitative marketing to be “urgently adopted and enforced to protect children’s health”.

The report found not only that industry marketing techniques include unregulated and invasive online targeting, but also sponsored advice networks and helplines; offering promotions and free gifts; and influencing health workers’ training and recommendations.

Misleading and unsubstantiated information

The report underlines that the industry often delivers misleading and scientifically unsubstantiated information to parents and health workers, and also violates the International Code of Marketing of Breast-milk Substitutes – a landmark public health agreement to protect mothers from aggressive marketing by the baby-food industry.

Having surveyed 8,500 parents and pregnant women, and 300 health workers globally, the report found that exposure to formula milk marketing reached 84 percent of all women surveyed in the United Kingdom; 92 percent in Vietnam and 97 percent in China – increasing their likelihood of choosing formula feeding.

“False and misleading messages about formula feeding are a substantial barrier to breastfeeding, which we know is best for babies and mothers,” said UNICEF Executive Director, Catherine Russell.

Flow of misleading marketing messages

Across all countries surveyed, women expressed a strong desire to breastfeed exclusively, a figure that ranged from 49 percent in Morocco to 98 percent in Bangladesh.

Yet the WHO/UNICEF report details how a sustained flow of misleading marketing messages is reinforcing myths about breastfeeding and breast milk, and undermining women’s confidence in their ability to breastfeed successfully.

Russell called for “robust policies, legislation and investments in breastfeeding” to protect women from unethical marketing practices and give them access “to the information and support they need to raise their families”.

Myth-busting is necessary, says UN

Some of the myths around breastfeeding include the inadequacy of breastmilk for infant nutrition; that infant formula improves development or immunity; and that the quality of breast milk declines with time.

According to the data, breastfeeding within the first hour of birth, followed by exclusive breastfeeding for six months and continued breastfeeding for up to two years or beyond, offers a powerful line of defense against all forms of child malnutrition.

Breastfeeding also acts as babies’ first vaccine, protecting infants against many common childhood illnesses while also reducing future risks of diabetes, obesity, and some forms of cancer in nursing mothers.

According to WHO, breastfeeding is the best way of providing infants with the nutrients they need for healthy growth and development and can prevent 13 percent of child deaths.

Formula milk sales double in 20 years

Despite these benefits, around the world only 44 percent of babies less than six months old are exclusively breastfed.

While global breastfeeding rates have increased very little over the past two decades, formula milk sales have more than doubled in roughly the same time, the UN says.

The report notes that the baby feeding industry has approached health workers across all countries with promotional gifts, research funding and even sales commissions to influence new mothers on their feeding choices.

More than one third of women surveyed said that a health worker had recommended a specific brand of formula to them.

Addressing the marketing challenges

Following the report launch, WHO, UNICEF and their partners called on governments, health workers and the baby food industry to end exploitative marketing on formula milk.

They also appealed for the Code’s requirements to be fully implemented, including by passing, monitoring and enforcing laws to prevent formula milk promotion; investing in supportive breastfeeding policies and programmes such as adequate paid parental leave; and banning health workers from accepting sponsorship from companies that market foods for infants and young children for scholarships, awards, grants, meetings or events.

Formula milk and tobacco are the only two products for which international recommendations to prohibit marketing exist. In this case, the International Code of Marketing of Breast-milk Substitutes applies.

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    Dr Kin Kariisa

    Group CEO - Next Media

    Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
    With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
    Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

    Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

    Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

    • Other current and previous roles played by Dr Kin Kariisa:
    • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
    • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
    • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
    • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
    • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.