Breastfeeding “under threat”, as underhand formula milk ads prey on parents’ fears to generate profit

Breastfeeding could be “under threat”, say experts, as reports show formula milk companies use underhand marketing strategies to generate sales.

The warnings come days after a series of reports published in the Lancet has revealed that companies use “underhand” tactics  and marketing strategies, designed to “prey on parents’ fears and concerns at a vulnerable time and turn the feeding of young children into a multibillion-dollar business”.

“It’s clear from the latest breastfeeding and chestfeeding initiation statistics globally that biologically normal infant feeding is under threat,” said Dr Chen Mao Davies, founder and chief executive of breastfeeding and parent app Anya by LatchAid.

“The Lancet’s latest research papers on breastfeeding state that widespread advertising of a wide range of follow-up formulas and products that are cross-promoted with infant formula undermine breastfeeding and mislead parents.

“The amount of poor advice for expectant and new parents online is truly shocking.”

Researchers have found that ads “exploit parents” emotions and manipulate scientific information at the expense of the health and rights of families, women and children”.

Professor Linda Richter from the University of the Witwatersrand, said: “The formula milk industry uses poor science to suggest, with little supporting evidence, that their products are solutions to common infant health and developmental challenges.

“This marketing technique clearly violates the 1981 Code, which says labels should not idealise the use of formula to sell more product.”

Alison Thewliss, SNP MP for Glasgow central and chair of the all party parliamentary group on infant feeding, told the Guardian there should be “immediate action to end the harmful and exploitative marketing” of formula milk.

“The UK government must listen to the findings of the Lancet series, and fully implement the WHO International Code of Marketing of Breastmilk Substitutes to protect our youngest citizens from rapacious marketing.”

Breastfeeding has long-term benefits for babies, lasting right into adulthood. It promotes brain development, protects infants against malnutrition, infectious diseases and death, while also reducing risks of obesity and chronic diseases in later life.

According to the World Health Organisation (WHO), breast milk is the best source of nutrition for most babies, as it shares antibodies from the mother with her baby.

The organisation recommends exclusively breastfeeding babies for the first six months and giving breast milk alongside solid food until the age of two or beyond.