A UN-linked report warns that wide-ranging and aggressive marketing of powdered baby milk, also called formula, is harming child health in middle- and lower-middle-income countries. According to WHO and UNICEF, replacing formula with breastfeeding could prevent an estimated 800,000 deaths of children under five and 20,000 breast cancer deaths among mothers each year. The International Code of Marketing of Breastmilk Substitutes was adopted by the World Health Assembly in 1981 to protect parents from aggressive marketing.
The analysis 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 seeing marketing, even though many wanted to breastfeed exclusively.
The report highlights marketing messages that promote myths, such as that formula is necessary in the first days after birth or that breast milk alone is inadequate. It also notes greater use of digital media, unregulated online targeting and sponsored advice networks. The report calls for stronger action to protect, promote and support exclusive breastfeeding for children under six months.
Difficult words
- aggressive — pushy behavior when selling products
- marketing — activities that advertise and sell products
- powdered — made into a dry fine powder form
- breastfeed — to feed a baby with mother's milkbreastfeeding
- prevent — to stop something from happening or existing
- exclusive — only for one person or one group
- survey — to ask many people questions for informationsurveyed
- myth — a false belief or popular wrong ideamyths
- target — aiming advertising at a particular group of peopletargeting
Tip: hover, focus or tap highlighted words in the article to see quick definitions while you read or listen.
Discussion questions
- Why might marketing convince parents to choose formula even if they want to breastfeed?
- What actions could governments or health services take to protect and support exclusive breastfeeding?
- How does online and sponsored advice make it harder to control messages about baby feeding?
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