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Updated: Jun 13, 2025
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Applying an eMASS Customization Program as a Research Tool to Evaluate Consumer Benefits
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Infant Formula in the Digital Age: How US Online Formula Marketing Targets Parents
Simone Froley1, Cristina Watkins1,2, Cecília Tomori1,2
1Johns Hopkins University School of Nursing, Baltimore, Maryland, USA.
Maternal & Child Nutrition
|April 23, 2025
Summary
Commercial milk formula marketing online frequently violates international guidelines, idealizing products and undermining breastfeeding. US regulations need urgent review to protect infant health and promote breastfeeding.
Area of Science:
- Public Health
- Nutrition Science
- Consumer Behavior
Background:
- International Code of Marketing of Breastmilk Substitutes (the Code) recommendations are often unmet by US regulatory bodies.
- Online shopping trends necessitate research into virtual commercial milk formula (CMF) marketing strategies.
Purpose of the Study:
- To assess CMF marketing strategies on e-commerce platforms from a consumer perspective.
- To evaluate virtual infant formula (IF) product marketing against the Code guidelines.
Main Methods:
- Analysis of 26 bestselling virtual IF products from major US e-commerce sites.
- Thematic analysis of product display content (visual and audible) for Code compliance and theme co-occurrence.
- Assessment of IF labels and reconstitution instructions.
Main Results:
- No analyzed IF products met Code guidelines; widespread health claims and product idealization were prevalent.
- None of the US-based products complied with Code guidelines for powdered IF reconstitution.
- Seventeen themes were identified, including four novel themes (purity, nature, innovation, eco-friendly), which patterned to attract consumers.
Conclusions:
- Popular online IF products in the US violate the Code, idealize formula, and undermine breastfeeding.
- Novel marketing themes are employed to appeal to consumers, shaping infant feeding expectations.
- Urgent review of US regulations and Code implementation is required to safeguard public health.
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