Pregnant women and young mothers have become the target of the formula milk industry in social networks, which uses algorithms to analyze the behavior of women on the Internet and determine if it may be a future or recent mother, in which case they It directs a lot of advertising to convince them that its product is better than mother’s milk.
The World Health Organization (WHO) presented the results of the first study carried out in a variety of countries on the marketing of formula milk, which reveals a strategy that attacks confidence in breastfeeding through messages that make believe in the superiority of industry. It may interest you: The keys to achieving effective breastfeeding
In 1981, the international community adopted the International Code on Marketing of Breast Milk Substitutes in order to regulate promotion and advertising strategies, but the study shows that it is violated daily throughout the world. “A large percentage of the violations that we see come through social networks and this is a serious problem. We are not talking about censoring women who want to say something about formula milk, (share) their experiences, the problem is when companies enter the networks and make their promotions and put messages against breastfeeding, “said one from study authors Dr. Larry Grummer-Strawn.
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Companies do not always lie, but in many cases they use false or biased information about breast milk, a behavior that the WHO wants to help stop with this report.
A marketing arsenal
The study, conducted through interviews with 8,500 parents and 300 health workers from various countries, shows evidence that marketing is everywhere and uses the emotions, fears and ambitions of women in one of the most vulnerable stages of their lifes.
Companies turn to the full arsenal of digital marketing, including “influencers” (celebrities, mothers and even doctors) who make comments in favor of formula milk, as well as online help forums or baby clubs.
Despite the fact that on paper all countries agree with the 1981 Code, which could avoid the drift of formula milk marketing, Grummer-Strawn indicated that only 25 countries have laws that protect mothers and pregnant women of these abuses. Also read: Expert clarifies doubts about nursing mothers and vaccines against COVID-19
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How to stop abuse?
The report asks whether formula milk marketing should not be halted, since it has been shown that sales strategies work even when it comes to products that are harmful to health, such as tobacco, alcohol or ultra-processed products, so one of the ideas could be to use neutral labeling on baby milk containers. “The labels are a way of promoting, the messages are in the labels, the images and the drawings that are designed to express that the product is the best and this goes against breastfeeding,” explained the expert.
The industry has lately set its sights on ways to create new needs and has increased its efforts on new products, such as a machine for formula milk capsules (similar to coffee), a premium product aimed at busy mothers. Also read: Breastfeeding: “I don’t get milk, what should I do?”
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