The impact of infant formula marketing

A series of reports by the WHO and UNICEF explore how the $55 billion breastmilk substitute industry uses pervasive, personalised and powerful marketing strategies to target parents

In November 2020, the World Health Assembly (WHA) requested that the World Health Organization (WHO) review current evidence and prepare a report describing how digital marketing strategies are being used for the promotion of breastmilk substitutes.

As a result, the following reports have been published alongside a series of webinars available on this page:

  • How marketing of formula milk influences our decisions on infant feeding: This report systematically examines women’s and health professionals’ experiences of formula milk marketing. The largest ever study of its kind, it draws on surveys with over 8,500 pregnant women and mothers of young children (aged 0-18 months) across eight countries, and more than 300 health professionals.
  • Scope and impact of digital marketing strategies for promoting breastmilk substitutes: The second in the WHO series, this report examines in greater depth the scope, techniques and impact of digital marketing strategies for the promotion of breastmilk substitutes.

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The impact of marketing on infant feeding decisions and practices

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Scope and impact of infant formula digital marketing practices

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