A new UN-linked analysis warns that wide-ranging and aggressive marketing of powdered baby milk, commonly called formula, is harming child and maternal health in middle- and lower-middle-income countries. The report cites WHO and UNICEF estimates that replacing formula with breastfeeding could prevent about 800,000 deaths of children under five and 20,000 breast cancer deaths among mothers each year. It also recalls the International Code of Marketing of Breastmilk Substitutes, adopted by the World Health Assembly in 1981, as a measure to protect parents from aggressive commercial tactics.
The study surveyed 8,500 parents and pregnant women and 300 health workers in urban areas across Bangladesh, China, Mexico, Morocco, Nigeria, South Africa, Vietnam and the United Kingdom. It found women were much more likely to choose formula after exposure to marketing, even though a large majority wanted to breastfeed exclusively. In Nigeria, for example, over one third of surveyed pregnant women said a health professional had recommended formula.
The report describes common marketing claims that promote myths about breastfeeding, including that formula is needed in the first days after birth, that breast milk alone is inadequate, or that formula keeps infants fuller for longer. It warns that companies sometimes use scientific language in ways that do not match established evidence and that digital channels, unregulated online targeting, sponsored advice networks and helplines increasingly breach international standards. It also says the global formula industry targets health professionals with commissions, free gifts and other inducements; in Bangladesh a majority who fed only formula reported a health professional recommendation much more often than women who breastfed.
Swiss company Nestle said it will stop marketing infant formula for babies under six months at the end of this year and that it complies with the WHO Code or its own policy. The report calls for stronger campaigns and actions to protect, promote and support exclusive breastfeeding for children under six months for optimal growth.
Difficult words
- marketing — promotion and advertising of commercial products
- aggressive — very forceful and persistent in behaviour
- inducement — something offered to influence a person's choiceinducements
- unregulated — not controlled by rules or official authorities
- exclusive — only for one purpose or groupexclusively
- comply — act according to a rule or requestcomplies
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Discussion questions
- What reasons might parents give for choosing formula after seeing marketing, and how could health services respond to those reasons?
- Do you think companies should be allowed to give gifts or commissions to health professionals? Why or why not?
- What practical actions could governments take to protect and promote exclusive breastfeeding for the first six months?
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