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Breast Milk Substitutes Marketing on Social Media: A Systematic Scoping Review
Heilok Cheng1,2, Grace Vu2,3, Eve House1,2,4
1Sydney School of Public Health, Faculty of Medicine and Health, The University of Sydney, Sydney, NSW 2050, Australia.
Nutrition Reviews
|May 21, 2026
Summary
Breast milk substitute (BMS) marketing on social media uses influencers and engagement tactics. Urgent action is needed to monitor and restrict formula marketing online to protect breastfeeding.
Area of Science:
- Public Health
- Nutrition Science
- Digital Marketing
Background:
- Infant and child feeding decisions are increasingly influenced by commercial marketing, particularly for milk formula.
- Concerns exist regarding the marketing of breast milk substitutes (BMS) on social media, with a lack of specific regulations.
- Milk formula is a rapidly growing commercial product impacting infant and young child health.
Purpose of the Study:
- To identify and analyze breast milk substitute (BMS) marketing strategies on social media platforms.
- To determine the platforms and companies involved in BMS social media marketing.
- To highlight the need for monitoring and restricting BMS marketing on social media.
Main Methods:
- A systematic scoping review of six academic databases was conducted.
- Searched for keywords related to breastfeeding, formula, breast milk substitutes, marketing, and social media.
- Included articles published between 2003 and 2025, extracting and synthesizing data on marketing strategies.
Main Results:
- Sixty-six articles were included, revealing prominent strategies like influencer promotion, user engagement, peer influence, and sponsored content.
- Facebook and Instagram were the primary platforms for BMS marketing.
- Nestle, Danone, and Mead Johnson were identified as leading BMS companies marketing on social media.
Conclusions:
- Social media marketing for BMS is rapidly expanding and surpasses traditional media in reach.
- There is an urgent need to monitor and restrict milk formula marketing on social media to safeguard breastfeeding.
- Leveraging social media features and evidence-based practices is crucial for promoting breastfeeding.
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