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If you’re a new parent navigating the overwhelming world of baby care, chances are you’ve come across persuasive baby formula advertising. From social media to product packaging, it seems like formula companies are everywhere, promising better sleep, stronger immunity, or superior nutrition.
But a new warning from the World Health Organization (WHO) and UNICEF – issued in April 2025 – is urging South African parents to think twice before believing the hype.
This joint alert is part of the “Babies Before Bottom Lines” campaign, a movement aimed at raising awareness about false baby milk claims and unethical formula marketing tactics. It’s time for parents and caregivers to arm themselves with evidence-based information and make feeding choices that truly benefit their babies – not corporate profits.
The Real Dangers of Formula Marketing
The WHO and UNICEF warn that predatory marketing of infant formula is widespread, and it often misleads parents at the exact moment they feel most vulnerable. Whether you’re up at 3 AM scrolling through your phone with a crying baby in your arms or feeling anxious about milk supply, digital advertising algorithms know how to find you – and exploit your uncertainty.
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These companies use emotional manipulation and pseudo-scientific claims to paint formula as just as good, if not better, than breastfeeding. But here’s the truth: breastfeeding is the healthiest and most complete way to feed your baby. Formula has its place when needed, but it cannot replicate the natural antibodies and long-term health benefits of breast milk.
According to WHO’s country representative in South Africa, Shenaaz El-Halabi, formula brands often make misleading health and nutrition claims, twisting incomplete or biased data to suggest health outcomes that aren’t supported by strong scientific evidence. These strategies discourage mothers from breastfeeding and sow doubt in their ability to nourish their babies naturally.
Why This Matters for South African Parents
In South Africa, many of the current regulations on foodstuffs for infants – like the local R991 regulation from 2012 – are outdated. When these were written, digital marketing and influencer-driven campaigns didn’t have the power they do today. That’s why WHO and UNICEF are now calling for updated policies that can better protect South African parents from the misleading infant formula ads that flood their screens daily.
One dangerous practice is known as cross-promotion, where formula brands mimic the look and feel of other trusted baby products to mislead consumers. It’s subtle, but effective – and entirely intentional. Even health professionals are being targeted by these companies to prescribe specific formula brands, adding another layer of manipulation to an already fraught decision for parents.
Another concern is how quickly parents have internalised doubts about their own breastmilk, often echoing the exact messaging pushed by formula companies. Whether it’s fears about milk quantity or questions about infant sleep patterns, the industry knows how to turn concern into sales.
Thankfully, South African influencers and parenting content creators are speaking out. Many are backing the WHO/UNICEF campaign and encouraging parents to look beyond the branding and make informed baby feeding choices based on credible medical advice – not clever marketing.
So, what’s the takeaway? If you’re a parent – or know someone who is – don’t let advertising shape your choices. Take the time to speak to a healthcare provider, learn the differences between breastfeeding vs formula feeding, and trust that your body is capable of nourishing your baby. In a world flooded with profit-driven messages, your baby’s health deserves the truth – not a sales pitch.
