Digital Formula Advertising Undermining Breastfeeding, WHO and UNICEF Warn

A new report by the World Health Organization (WHO), UNICEF, and the International Baby Food Action Network (IBFAN) says aggressive marketing of infant formula continues to undermine breastfeeding around the world. The 2026 global review of the International Code of Marketing of Breast-milk Substitutes shows that while many countries have introduced laws to control formula advertising, major gaps remain in regulation, enforcement and protection for mothers.

The report studied all 194 WHO Member States and found that only 37 countries have laws strongly aligned with the International Code. At the same time, 46 countries still have no legal protections at all against unethical promotion of breast-milk substitutes.

Digital Advertising Creates New Challenges

WHO warns that formula companies are increasingly using digital platforms to reach parents. Social media influencers, parenting apps, online advertisements and targeted marketing campaigns are now common tools used by the baby food industry.

Health experts say these strategies often bypass traditional advertising restrictions and create emotional pressure on parents. In response, the World Health Assembly adopted a resolution in 2025 urging countries to regulate digital marketing of breast-milk substitutes more strictly.

WHO has also started working with researchers and civil society groups to develop systems that can track online promotions using artificial intelligence, social media monitoring and public reporting tools.

Progress Made, But Major Gaps Remain

The report shows that 148 countries now have at least some legal measures linked to the International Code, covering about 92 percent of births worldwide. African, Eastern Mediterranean and South-East Asian countries generally showed stronger progress, while the Americas and parts of the Western Pacific lagged.

However, many loopholes still exist. Only 34 countries fully regulate all breast-milk substitutes marketed for children up to three years of age. This allows companies in many countries to continue promoting toddler milks and follow-up formulas using branding that indirectly advertises infant formula.

Restrictions on advertising also differ widely. While 91 countries ban formula advertising and 119 prohibit promotional displays in shops, only 32 countries stop companies from distributing educational materials that may quietly promote formula feeding.

Healthcare Systems Still Influenced by Industry

The report highlights growing concern over the influence of formula companies inside healthcare systems. Many countries still allow sponsorships, gifts and financial support from formula manufacturers to health workers and professional medical associations.

WHO says these relationships can create conflicts of interest and affect the advice parents receive from healthcare professionals. Although some countries ban direct promotion inside hospitals, far fewer prohibit free formula supplies or sponsorship of medical events by baby food companies.

To address this, the WHO has released model sponsorship policies and guidance to help healthcare organizations reduce dependence on industry funding. UNICEF has also published resources to help governments respond to arguments commonly used by formula companies against stronger regulation.

Stronger Laws Linked to Higher Breastfeeding Rates

One of the report’s clearest findings is the connection between stronger legislation and better breastfeeding outcomes. Countries with laws closely aligned to the International Code report exclusive breastfeeding rates of 54 percent during the first six months of life. In countries with no legal protections, the rate falls to just 24 percent.

The same pattern appears for continued breastfeeding at one and two years of age. According to WHO and UNICEF, these findings show that stricter controls on formula marketing can directly improve child and maternal health.

The report concludes that breastfeeding remains one of the most powerful ways to protect infant health worldwide. But unless governments strengthen laws, close loopholes and enforce regulations more effectively, formula companies will continue to shape feeding choices through powerful and sophisticated marketing campaigns.