Infant formula marketing occurs globally via a range of strategies
Marketing of infant formula and breastmilk substitutes is common around the world, and is increasingly shifting towards digital platforms. Research has indicated companies use digital online techniques such as newsletters, social media influencers, online blogs, and emotional messaging and health and nutrition claims to target spefic audiences.
Analyses of advertisements has shown marketing messages encouraged infant formula feeding and discouraged breastfeeding, using positive health claims, lifestyle imagery such as showing the ease of formula feeding and the difficulty of breastfeeding, and terms like “organic” or “natural” to show infant formula in a favourable manner.
Increased use of digital marketing increases the potential for high levels of exposure to marketing for breastmilk substitutes. International research has shown most parents are exposed to infant formula and/or toddler milk marketing when using a digital device, with some parents exposed to 7 advertisements in 10 minutes. Tools such as predictive analytics, AI machine learning and geo-tagging are being used to identify and target ads towards potential customers, directing them toward nearby retailers or tailoring ads and messaging based on consumer characteristics.
Infant formula marketing in Australia
Australian studies have shown 91% of parents recall specific infant formula advertisements. Breastfeeding Advocacy Australia's report covering 2024 reported 931 instances of infant formula marketing in Australia. This primarily occurred on social media (68%), as well as through in-store promotions (13%) and retail apps (8%), print (6%), brand websites (1%) and other (4%).
The MAIF Complaints Committee assessed complaints against the former MAIF Agreement. There was an average of 44 complaints resolved per year from 2021-22 to 2024-25, with 20 breaches and 15 out of scope complaints per year. Breaches were considered out-of-scope if the marketing activity was by non-signatories or retailers, or related to toddler milks.
Data from the Australian Ad Observatory showed diverse marketing formats including direct product advertising from formula brands; images, videos or carousels; partnerships with content creators and retailers; downloadable content from brands (e.g. cookbooks and guides); advertisements containing various calls to action such as ‘learn more’, ‘shop now’, ‘get offer’, ‘review to win’; and highlighting positive customer reviews. Health and nutrition content claims were common despite regulations currently in place, as well as other marketing messages implying temporary relief for parents - such as 'the secret to stress-free naps' and providing parents with 'a moment of calm'.
The 2025 Review on retailer marketing of infant formula concluded retailer marketing of infant formula is common practice, both in physical stores and online. To help provide a clearer picture of the nature of digital marketing of infant formula in Australia, the Department has commissioned the development of an Artificial Intelligence enabled tool to monitor digital marketing of breastmilk substitutes. The tool may also be used to assist monitoring of future infant formula marketing policies.
