The World Health Organization (WHO) has proposed new guidelines calling for a ban on influencers promoting formula milk on social media. The organization argues that manufacturers are increasingly using exploitative marketing strategies online to encourage parents to switch to formula or buy more expensive products. The guidelines suggest not only a ban on influencers directly promoting formula products but also that influencers should not be paid by formula companies to promote branded content on social media.

The WHO emphasizes the need for updated marketing guidance to keep pace with the rapidly evolving digital landscape. Digital environments are becoming the primary source of exposure to the promotion of breast-milk substitutes globally, and digital marketing amplifies the reach and power of advertising.

The proposed guidelines also call for healthcare professionals to be banned from being paid to promote formula online and for an end to formula companies creating social media baby clubs or offering parenting advice through digital marketing. While the guidance is not legally binding, WHO member states, including the UK, are expected to update their laws in alignment with these recommendations.

Critics argue that influencers may not be experts in infant feeding and public health, and their opinions may not be based on evidence or accurate information. The guidelines aim to protect families from aggressive marketing techniques and ensure that parents make informed choices based on impartial information.

It’s worth noting that the guidance comes amid revelations that only half of infant and follow-on formula products sold in Britain comply with UK laws on labeling. Some products were found to carry claims idealizing formula milk or containing nutrition and health claims that are not permitted. The study suggests that UK law should be better enforced and strengthened in line with the WHO Code to protect breastfeeding and ensure safe and appropriate formula feeding.

In response to these developments, a spokesperson for Danone, which manufactures Aptamil and Cow & Gate, emphasized the importance of respecting parents’ choices and ensuring that they have access to information about formula feeding. The spokesperson argued that seeking to prohibit access to such information hinders parents in making an informed choice and stigmatizes a legitimate feeding option. Infant formula is recognized as the only alternative to breast milk and is subject to strict regulations to ensure appropriate communication, labeling, and marketing of products, according to the statement.