Data published by one major brand that only produced CMF reported spending of $627 million on advertising and promotion in 2016.Īs staging posts towards these outcomes, we recommend: (1) that scientific research and standards for CMF products should be regulated with the same rigour as pharmaceuticals. For 2019, the percentage advertising outlay would equate to $2♷–3♵ billion. Advertising outlay ranged from 0♹ to 33♳% of annual sales (median 6♳% in 2010–11 4♸% in 2020) and increased by 164% over the 10 years, whereas sales increased by only 21% ( appendix pp 2–3). This analysis included spending on television, print, internet (ie, advertising on websites), magazine, radio, and outdoor displays, but did not include other marketing activities, such as lobbying, social media, or health professional sponsorships the analysis is therefore an underestimate. Using data from Nielsen and Euromonitor International-market research companies that collect and analyse data of global sales in multiple market areas and whose data are available through licences or commisioned reports-we examined advertising expenditures of four major CMF manufacturers in four countries in 2010– ( appendix pp 2–3). Publicly available data on what the CMF industry spends on marketing are scarce. A framework convention on the commercial marketing of food products for infants and children is needed to end CMF marketing. Creating an enabling policy environment for breastfeeding that is free from commercial influence requires greater political commitment, financial investment, CMF industry transparency, and sustained advocacy. Digital platforms substantially extend the reach and influence of marketing while circumventing the International Code of Marketing of Breast-milk Substitutes. We report how CMF sales are driven by multifaceted, well resourced marketing strategies that portray CMF products, with little or no supporting evidence, as solutions to common infant health and developmental challenges in ways that systematically undermine breastfeeding. This Series paper describes the CMF marketing playbook and its influence on families, health professionals, science, and policy processes, drawing on national survey data, company reports, case studies, methodical scoping reviews, and two multicountry research studies. In comparison, commercial milk formula (CMF) sales have increased to about US$55 billion annually, with more infants and young children receiving formula products than ever. The Lancet Regional Health – Western Pacificĭespite proven benefits, less than half of infants and young children globally are breastfed in accordance with the recommendations of WHO.The Lancet Regional Health – Southeast Asia.The Lancet Gastroenterology & Hepatology.
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