Aggressive and massive advertising of infant formula are not new to marketing strategies. In 1970s the Swiss corporation Nestlé was involved in a huge scandal around accusations of discouraging mothers in the developing countries from breastfeeding, convincing them that baby formula milk is healthier and overall the better option for their children. After a boycott against the corporation, in 1981 the World Health Organization developed the International Code of Marketing of Breast-milk Substitutes (the Code) which e explicitly states that “there should be no advertising or other form of promotion to the general public” of infant formula.

According to the most recent implementation report on Marketing of breast-milk substitutes, 2024 National implementation of the Code 146 of the 194 World Health Organization (WHO) have adopted legal measures to implement some at least some of its provisions. Brazil, India, Saudi Arabia, Mongolia and East and South Africa are substantially aligned with the Code, the EU countries, Australia, China have included some provisions and USA and Canada – no legal measures regulating the promotion of infant formula.

A recent study published in The Lancet claims that the marketing of infant formula has a negative impact on children as the breastfeeding rates drop in favor of the fast growing infant formula industry, reaching up to US$55 billion annually. According to the research, more infants and young children are fed ultraprocessed formula milks than ever before. The marketing of infant formula through social media platforms is beyond the reach of the non-legislative Code of the World Health Organization as the infant formula industry targets parents with personalized marketing. The study shows that data algorithms used in digital marketing reveals gaps in the Code and the need for effective monitoring of digital platforms. Other significant problem which undermines the efforts of the mother to breastfeed is the normalization of the use of infant formula with content from influencers which is “not recognizable as marketing or advertising…it does not look, sound, or feel like traditional advertising; it does not appear to be content created and disseminated for the purpose of selling a product. Rather it takes the form of spontaneous utterance; authentic, independent advice from trusted peers with shared values, similar experiences, some relevant expertise, or even simply celebrity that provokes aspirational sentiment in others.”

In February 2025the Australian Competition and Consumer Authority denied the authorization of the Marketing in Australia of Infant Formula: Manufacturers and Importers Agreement (MAIF Agreement) stating that it can no longer respond to the modern digital marketing methods and a there is a need for a legislative and stronger regulation other that the current voluntarily one. The Australian authority states that the formula industry contact directly via social media platforms and targets the consumers in exploitative and predatory manner through Personal data, such as behavior, cookies and algorithm. The active nature of internet promotion, social media and influencer marketing is undermining the confidence of mothers and community perception of breastfeeding.

Stronger and legislative measures are soon expected in this regard.