Globalization and Health volume 19 , Article number: 8 Cite this article. Metrics details. Parents are exposed to breastmilk substitutes and baby foods marketing on the internet and social media, which hinders adequate breastfeeding and complementary feeding. Qualitative study based on the CLICK monitoring framework developed by the World Health Organization, adapted for digital marketing of commercial milk formula and baby foods.
Commercial milk formula and baby food companies use digital media to contact and persuade parents to use their products by sending electronic newsletters with advertising. Companies hire influencers to market their products because there is no regulation prohibiting the advertisement of breastmilk substitutes on social media, and promote formula among health professionals inviting them to participate in sponsored webinars on infant nutrition, ignoring conflict of interest and the International Code of Marketing of Breastmilk Substitutes.
Parents trust formula and baby food advertisements, which use emotional messages and health and nutrition claims to encourage their consumption. Health professionals consider that claims contribute to the indiscriminate use of formula, and some actors propose the use of plain packaging for these products. Breastmilk substitutes companies promote their products in digital media using unethical strategies that fail to comply with the International Code of Marketing of Breastmilk Substitutes.
They generate strong conflicts of interest with health professionals, taking advantage of legal framework gaps and the lack of monitoring and effective sanctions for non-compliers. Breastfeeding and adequate infant and young child feeding practices in the first years of life are essential to prevent malnutrition problems and achieve optimal development [ 1 ].
In Mexico, only This situation contributes to the triple burden of childhood malnutrition anemia, undernutrition and obesity faced by the country [ 3 ]. The commercial determinants of health are shaping food systems and have increased milk formula and baby foods sales with an unequal distribution of wealth [ 4 ], and in the detriment of breastfeeding practices and maternal and child health [ 5 ].
