WHO study reveals concerning trend in social media marketing of Breast-Milk Substitutes in Armenia

During the study period of 22 days, 68 participants (pregnant women and mothers) received more than 300 advertisements on their social media of which 238 were directly related to breast milk substitutes and complementary foods while 65 of these online advertisements were linked to a store company website that displayed or advertised baby food and related products. Recognizing the study limitation linked to the monitoring of the advertisements through the use of specific application, we assume that the findings are an underestimate of the overall digital exposure of the
population to BMS.

“I am confident that the results of the research will present the violations in the digital environment, their specificities, helping us make our policy more targeted and revise the relevant legislation, if necessary,” noted Dr. Armen Gasparyan, Deputy Minister of Health. The overwhelming volume of advertisements of BMS and foods for infants and young children to pregnant women and mothers and the non-compliance with the national regulations sheds a disturbing light on the marketing practices of infant-feeding products in Armenia. The exposure of pregnant women and mothers to misleading claims and advertisements on BMS that undermine breastfeeding directly contradicts the WHO and UNICEF strategies of infant and young child feeding. Furthermore, the volume and content of advertisements will have a negative impact on informed decision-making by mothers related to the proper feeding practices for their children.

"Proper nutrition in the first two years of child’s life is key to reducing illness and supporting development and WHO is committed to empowering mother, caregivers, family and community to make informed choices on proper feeding practices for infants and children," says Dr. Siddhartha

Datta, WHO Representative in Armenia. The study of the exposure of pregnant women and mothers to digital marketing of BMS in Armenia was carried out by WHO jointly with the Ministry of Health and implemented by Confidence Health NGO. 

Implication of the study results

The study results call for immediate steps by policymakers, healthcare professionals, and digital advertising industries around stricter enforcement of regulations and greater accountability in digital marketing practices. This is of paramount importance to protect the rights of parents and caregivers to make evidence-informed decisions about infant and child feeding including supporting breastfeeding as the optimal source of nutrition for infants.

A way forward

Despite the limitations, the study findings provide valuable insights into the current landscape of digital marketing of BMS, and other infant foods and related products targeted at pregnant women and mothers in Armenia. The findings point towards the following interventions as a way ahead:

• Promote open dialogue: Encourage multi-stakeholder discussions including policymakers, healthcare professionals, and digital advertising industry on ways to support breastfeeding as the proper sources of nutrition for infants
• Reinforce legal regulations: Reinforce implementation of the Law of Republic of Armenia on “Breastfeeding Promotion and Regulation of Marketing of Baby Food” and improve legal regulation to address evolving nature of digital marketing of BMS.
• Enhance informed decision-making: Raise awareness and invest in creating enabling environment for mothers, families and other caregivers in all circumstances to make informed choices about optimal feeding practices for infants and young children. 

About the BMS study

The research is part of WHO's broader initiative to collaborate with Member States to understand how social media and digital platforms are utilized to promote BMS offering valuable insights for future policy implications and measures to safeguard the health of infants and children. 

The research aims to provide valuable insights to encourage individual rights and informed decision-making by parents and caregivers.

The research does not aim to eliminate breast-milk substitutes as a commodity available to women and families but ensure that marketing practices are aligned with established guidelines and regulations.

Note to editors

The report is available here.

For media inquiries

For media inquiries, please, contact:

Hripsime Ohanyan, ohanyanh@who.int

Communications Officer, WHO Armenia