According to the report, formula milk companies buy or collect personal information and send customized promotions to pregnant women and mothers through different tools such as applications, virtual support groups, clubs, promotions, contests and consulting services. Thus, between January and June 2021, social media users have reached 229 million.

The message that users receive is misleading because it suggests that formula milk is better than breastfeeding, contrary to scientific evidence, including recommendations and the WHO code itself. In fact, the international code was created in 1981 to market breast milk substitutes in order to protect mothers from aggressive marketing practices. Companies are, however, considerably violating this code and thanks to these powerful digital marketing techniques, the milk formula market is growing.

Thus, the WHO calls on industry to take account of the code and to abandon these practices, and calls on governments to support children and families, regulating and executing all advertising in formula milk.