Breast Milk Substitutes Marketing on Social Media: A Systematic Scoping Review

This systematic scoping review aimed to identify and analyze strategies used in breast milk substitute (BMS) marketing on social media platforms, including the platforms used and the BMS companies being marketed. Infant and child feeding decisions should be based on the best information and evidence available, rather than being influenced by commercial marketing. Milk formula is the fastest-growing commercial product that affects the health of infants and young children. Concerns about the marketing of infant formula are longstanding. There is lack of legislation regulating the marketing of BMSs-such as infant or toddler formula-on social media. Six academic databases were searched for the key terms on breastfeeding, formula, and breast milk substitutes; marketing; and social media. Articles published from 2003 to 2025 were included. Data was extracted, coded for BMS marketing strategies, then narratively synthesized. Sixty-six articles were included for analysis and narrative synthesis. The most prominent social media-specific marketing strategies identified included user engagement features, promotion by social media influencers and bloggers, peer influence, digital marketing tracking, sponsored content, and live streaming or live interaction. Facebook and Instagram were the 2 most popular social media platforms for BMS marketing. The leading BMS companies promoting their brands on social media were Nestle, Danone, and Mead Johnson. Social media rapidly surpasses traditional media for disseminating information and persuasive marketing promotions. This study further indicates that monitoring and restricting milk formula marketing on social media is urgently needed to protect breastfeeding. We must effectively leverage social media features and evidence-based practice, to promote breastfeeding.