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Formula milk companies using powerful marketing techniques to drive up sales; WHO official
Rajeev Choudhury
The formula milk companies are using even more powerful and insidious marketing techniques to drive up sales says the World Health Organisation (WHO) in its second report on exploitative marketing practices employed by the $55 billion baby formula industry which was released recently.
The report titled, Scope And Impact of Digital Marketing Strategies for Promoting Breastmilk Substitutes, has recorded the digital marketing techniques designed to influence the decisions new families make on how to feed their babies.
The findings of the report suggest that the companies are targeting new parents, especially mothers through a variety of techniques including paying influencers for promoting their brands, using mobile apps, such as online baby clubs, advisory services, social media influencers, and user-generated content.
The report further notes that the four million social media infant feeding posts, data for which was collected during the course of the fieldwork, reached 2.47 billion people and generated more than 12 million likes, shares or comments.
Increased access to mobile phone and service connectivity has resulted in 3.6 billion people using social media platforms across the world, which is projected to rise to 4.41 billion by 2025.
“Digital platforms have become the marketing industry’s most important tools. In 2019, more than 50% of the total media advertising budget was spent on digital marketing and the proportion is predicted to increase to 67.8% by 2024, by which time the digital marketing industry is expected to be worth US$ 645.8 billion,” the report noted.
The WHO report further noted that the reach of the formula milk companies’ social media posts was three times, reaching 229 million users compared to informational posts about breastfeeding from non-commercial accounts.
“The promotion of commercial milk formulas should have been terminated decades ago,” said Dr Francesco Branca, Director of the WHO Nutrition and Food Safety department.
“The fact that formula milk companies are now employing even more powerful and insidious marketing techniques to drive up their sales is inexcusable and must be stopped,” he added.
The proliferation of global digital marketing of formula milk blatantly breaches the International Code of Marketing of Breast-milk Substitutes, which was adopted by the 1981 World Health Assembly, the UN health agency said.
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