Mother and child promotion: A preliminary analysis of social media marketing of infant formula

Mother and child promotion: A preliminary analysis of social media marketing of infant formula

One potential ‰— but often overlooked ‰— barrier to successful breastfeeding is the widespread marketing of infant formula. Infant formula marketers spend millions on direct-to-consumer advertising each year, exposing women to marketing in health care settings, retail stores, print ads and online. However, digital infant formula advertising is understudied and poorly understood. To help address this research gap, we‰’ve conducted a preliminary analysis of how infant formula is marketed through social media.