• Lancet · Feb 2023

    Review

    Marketing of commercial milk formula: a system to capture parents, communities, science, and policy.

    • Nigel Rollins, Ellen Piwoz, Phillip Baker, Gillian Kingston, Kopano Matlwa Mabaso, David McCoy, Paulo Augusto Ribeiro Neves, Rafael Pérez-Escamilla, Linda Richter, Katheryn Russ, Gita Sen, Cecília Tomori, Cesar G Victora, Paul Zambrano, Gerard Hastings, and 2023 Lancet Breastfeeding Series Group.
    • Department of Maternal, Newborn, Child and Adolescent Health and Ageing, WHO, Geneva, Switzerland. Electronic address: rollinsn@who.int.
    • Lancet. 2023 Feb 11; 401 (10375): 486502486-502.

    AbstractDespite proven benefits, less than half of infants and young children globally are breastfed in accordance with the recommendations of WHO. In comparison, commercial milk formula (CMF) sales have increased to about US$55 billion annually, with more infants and young children receiving formula products than ever. This Series paper describes the CMF marketing playbook and its influence on families, health professionals, science, and policy processes, drawing on national survey data, company reports, case studies, methodical scoping reviews, and two multicountry research studies. We report how CMF sales are driven by multifaceted, well resourced marketing strategies that portray CMF products, with little or no supporting evidence, as solutions to common infant health and developmental challenges in ways that systematically undermine breastfeeding. Digital platforms substantially extend the reach and influence of marketing while circumventing the International Code of Marketing of Breast-milk Substitutes. Creating an enabling policy environment for breastfeeding that is free from commercial influence requires greater political commitment, financial investment, CMF industry transparency, and sustained advocacy. A framework convention on the commercial marketing of food products for infants and children is needed to end CMF marketing.© 2023 World Health Organization; licensee Elsevier. This is an Open Access article published under the CC BY 3.0 IGO license which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited. In any use of this article, there should be no suggestion that WHO endorses any specific organisation, products or services. The use of the WHO logo is not permitted. This notice should be preserved along with the article's original URL.

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