Formula milk advertising has a wide reach around the world and is “unethical,” according to the world’s most senior doctor.
The report, How the marketing of formula milk influences our decisions on infant feeding, is released today by Dr Tedros Adhanom Ghebreyesus, Director-General of the World Health Organization, and colleagues at the United Nations Children’s Fund (UNICEF).
It includes an analysis of evidence from more than 8,500 women and 300 health professionals in eight countries, exposing "aggressive" marketing practices used by the formula milk industry.
The report also covers the impact of such marketing – which frequently "violates international standards" – on families’ decisions about how to feed their babies and young children.
Over half (51%) of parents and pregnant women surveyed for the report say they have been targeted with marketing from formula milk companies.
A "sustained flow of misleading marketing messages is reinforcing myths about breastfeeding and breastmilk", the report states, "and undermining women’s confidence in their ability to breastfeed successfully."
The US$55 billion formula milk industry uses "systematic and unethical marketing strategies", say the authors.
Dr Tedros comments: “This report shows very clearly that formula milk marketing remains unacceptably pervasive, misleading and aggressive. Regulations on exploitative marketing must be urgently adopted and enforced to protect children’s health.”
UNICEF’s Executive Director, Catherine Russell, added: “False and misleading messages about formula feeding are a substantial barrier to breastfeeding, which we know is best for babies and mothers.
“We need robust policies, legislation and investments in breastfeeding to ensure that women are protected from unethical marketing practices – and have access to the information and support they need to raise their families.”
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