Efforts to curtail dubious marketing practices of commercial milk formula industry

The commercial milk formula (CMF) industry uses marketing tactics similar to those of the tobacco, alcohol, and ultra-processed food industries.

Photo Credit: Boston Public Library
Date: ca. 1870–1900 https://ark.digitalcommonwealth.org/ark:/50959/3b591d51p Please visit Digital Commonwealth to view more images: https://www.digitalcommonwealth.org.

Earlier this winter, the Lancet published a three-paper series outlining the multifaceted and highly effective strategies used by commercial formula manufacturers to target parents, health-care professionals, and policy-makers.

“The industry’s dubious marketing practices—in breach of the breastfeeding Code—are compounded by lobbying of governments, often covertly via trade associations and front groups, against strengthening breastfeeding protection laws and challenging food standard regulations,” the Lancet summarizes.

Two new publications corroborate WHO findings on the digital marketing of commercial milk formulas in Mexico:

In another recent publication, Pediatricians’ Reports of Interaction with Infant Formula Companies, the authors found that: “Of 200 participants, the majority reported a formula company representative visit to their clinic (85.5%) and receiving free formula samples (90%). Representatives were more likely to visit areas with higher-income patients (median = $100K versus $60K, p < 0.001). They tended to visit and sponsor meals for pediatricians at private practices and in suburban areas. Most of the reported conferences attended (64%) were formula company-sponsored.”

The authors write that “Seventy percent of countries follow the World Health Organization International Code of Marketing Breast Milk Substitutes that prohibits infant formula companies (IFC) from providing free products to health care facilities, providing gifts to health care staff, or sponsoring meetings. The United States rejects this code, which may impact breastfeeding rates in certain areas.”

The Lancet series authors provide recommendations to restrict the marketing of CMF to protect the health and wellness of mothers and babies, and ultimately society and the planet.

  • Curtail the power and political activities of the CMF industry
  • End state practices that do not uphold, or that violate, the rights of women and children
  • Recognise, resource, and redistribute women’s care work burdens in support of breastfeeding
  •  Address structural deficiencies and commercial conflicts of interest in health systems
  •  Increase public finance and correct the misalignment between private and public interests
  • Mobilise and resource advocacy coalitions to generate political commitment for breastfeeding

In Mexico, UNICEF and Instituto Nacional de Salud Pública have designed infographics for policymakers as well as parents and caregivers to educate on the impact of digital marketing.

The partners are also working on proposed modifications to current Mexican regulations that involve commercial formula milk and ultra processed food marketing to infants and young children. Further, development is underway for a mobile app tool for monitoring the Code in Mexico.

Legislation in El Salvador was recently passed–“Love Converted into Food Law, for the Promotion, Protection, and Support of Breastfeeding.”

PAHO is monitoring the implementation of the Baby-friendly Hospital Initiative in the Americas BFHI requires full compliance with the Code and subsequent WHA resolutions.

In other efforts to protect parents and babies, Breastfeeding Advocacy Australia released a video on how the organization monitors predatory marketing. Find it here. You can find their Facebook group here.

Also read:

Follow IBFAN’s coverage of the 43rd Codex Nutrition Session of the Committee on Nutrition and Foods for Special Dietary Uses here.

Breastfeeding is a human right.

–This post is part of our 10-year anniversary series “Breastfeeding is…”

Breastfeeding is a human right. 

Breastfeeding is often presented as a choice, but in many societies, infant feeding is impacted by systems of oppression and lack of supportive measures like paid parental leave, rather than simply being a product of parental choice. 

Source: United States Breastfeeding Committee

Michigan Breastfeeding Network Executive Director Shannon McKenney Shubert, MPH, CLC has put it this way:  “In my 12-year career in the field of human milk feeding, I have never once met a birthing parent who ‘chose not to breastfeed.’ In this country, whether to breastfeed is not a choice. In this country, whether to breastfeed is a question of ‘Within all the systems of oppression that I navigate, what is the best combination of things I can do to ensure the survival of my baby, myself and the rest of my family?’” 

Access to unbiased information and support and protection to make informed decisions about proper infant and young child nutrition is a core human rights obligation and must be projected as such in international human rights law, as articulated in a Global Breastfeeding Collective (GBC) convening this fall. 

What’s more, children have the rights to life, survival and development, and the highest attainable standard of health, all protected under the Convention on the Rights of the Child.

More specifically, under Article 24 of the Convention on the Rights of the Child, children and families explicitly have the right to have information about the advantages of breastfeeding and to be supported in making choices about the best nutrition for children as part of the right to health and health care.

Source: United States Breastfeeding Committee

Strangely, children’s rights and women’s sexual and reproductive rights communities often find themselves polarized on the issue. Because the mother and child are often regarded as separate entities, issues that impact women and children can appear as though one right is above the other. But a mother and her child should be extolled as an inseparable dyad, and human rights and health advocates must continue to articulate and emphasize this important point. Breastfeeding as a human right is not an either/or argument.

Source: United States Breastfeeding Committee

Marcus Stahlhofer, WHO Maternal and Newborn and Adolescent Health and Aging, lays out how approaching breastfeeding as a human right:

  •  helps to provide legitimacy and accountability for state or government action or inaction and helps set benchmarks to assess these actions,
  • enhances multi-stakeholder engagement through indivisibility and interdependence of human rights including involvement of global, regional and national human rights mechanisms,
  • elicits a paradigm shift that transitions from nutrition and health needs to legal entitlements and associated obligations, and 
  • empowers people to demand that their rights are not negatively interfered with, such as through breastmilk substitutes and commercial milk formula (BMS/CMF) marketing.


Stahlhofer has pointed out that BMS companies use human rights arguments effectively by drawing on ideas around freedom of expression, right to intellectual property, women’s rights to autonomy, bodily integrity, and free choice to justify their predatory practices. 

There are key human rights tools and mechanisms that health advocates can employ specific to infant feeding. Some of them include:

The Academy of Breastfeeding Medicine (ABM) issued a position statement in regard to breastfeeding as a human right. 

“The ABM asserts that it is a moral imperative to protect the mother’s and child’s basic rights to breastfeed for their own health and wellness, as well as that of the nations in which they reside. Given the importance of breastfeeding and human milk in reducing infant mortality, governments should include breastfeeding as a leading health indicator and work toward eliminating disparities in breastfeeding outcomes and increasing rates of breastfeeding,” it reads in part. 

The White Ribbon Alliance (WRA) Charter on the Universal Rights of Women and Newborns created a proclamation on the universal rights of women and newborns. Find that here.  

You can also explore GBC’s collection of documents that support breastfeeding as a human right here.

Source: United States Breastfeeding Committee

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As part of our celebration, we are giving away an online learning module with contact hours each week. Here’s how to enter into the drawings:

Email info@ourmilkyway.org with your name and “OMW is 10” in the subject line.

This week, in the body of the email, tell us: What does breastfeeding support look like in your community?

Subsequent weeks will have a different prompt in the blog post.

We will conduct a new drawing each week over the 10-week period.  Please email separately each week to be entered in the drawing. You may only win once. If your name is drawn, we will email a link with access to the learning module. The winner of the final week will score a grand finale swag bag.