Despite having a strong national policy promoting breastfeeding, Brazil is grappling with the entrenched influence of major infant formula manufacturers and the World Health Organization's efforts to regulate digital marketing in this sector. We urge everyone to support the (WHO) resolution.
A recent study, including insights from nutritionist Cindy Alejandra Pachon Robles, sheds light on the growth of Brazil's commercial milk powder industry despite strict national laws. Although the country has taken legal measures to protect infant nutrition, such as incorporating maternity leave rights and establishing breast milk banks, sales of infant formula have declined from $62 million in 2006 to $525 million in 2020. It rapidly increased to $1 million.
Researchers attribute this trend to industry practices such as lobbying and marketing strategies aimed at gaining consumer trust. Nestlé and Danone control more than 90% of the market, conduct intensive lobbying and foster relationships with regulators such as the Brazilian Health Regulatory Agency Anvisa.
Expanding marketing efforts into unregulated areas, such as advertising follow-up milk for older children or using similar packaging for different age groups, contributes to undermining trust in breastfeeding. The rise of digital marketing allows formula companies to reach parents and caregivers, often working with influencers, despite the limitations of direct advertising.
Recognizing the need to address this challenge, Brazil is taking the lead at the World Health Assembly in proposing a binding resolution to regulate the digital marketing of commercial infant formula. At a recent WHO Executive Board session, Brazil emphasized the important role of regulating digital marketing in protecting public health interests.
Anticipating resistance from the infant formula industry, which may take advantage of existing relationships with health professional associations, Brazil's initiative follows calls from the WHO and civil society to sever ties between health professional organizations and infant formula companies. Consistent with the call. Some groups, such as the Brazilian Pediatric Society, are likely to resist, maintaining ties with Nestlé and Danone despite the push for regulatory reform.
