Abstract：
Globally, too few children are breastfed as recommended. Commercial promotion of breast-milk substitutes (BMS) is one factor undermining breastfeeding globally. Although the International Code of Marketing of BMS prohibits all forms of marketing, promotion has been observed in digital environments. We aimed to understand the scope and impact of digital marketing for the promotion of BMS.
BMS are promoted strategically and in an integrated fashion across multiple digital channels (social media, manufacturer websites, online retailers, blogs, mobile apps and digital streaming services). Traditional marketing strategies like gifts, discounts and coupons are also disseminated digitally. Data mining, real-time direct-to-consumer advertising and partnering with peer-group social media influencers are additional avenues. Exposure to digital marketing is common. Research on the impact of digital marketing is scarce, but its negative impact on breastfeeding intention and initiation has been documented. Case reports from marketing industry press corroborate academic evidence by highlighting the benefits of digital marketing to BMS companies in recruiting new users and increasing sales. To protect and promote breastfeeding, coordinated global action and strengthened national measures will be needed to implement, monitor and enforce the International Code in a digital context. Further action could include voluntary restrictions on BMS marketing by social media platforms and greater use of government-led data and health privacy regulation.
BMS are promoted strategically and in an integrated fashion across multiple digital channels (social media, manufacturer websites, online retailers, blogs, mobile apps and digital streaming services). Traditional marketing strategies like gifts, discounts and coupons are also disseminated digitally. Data mining, real-time direct-to-consumer advertising and partnering with peer-group social media influencers are additional avenues. Exposure to digital marketing is common. Research on the impact of digital marketing is scarce, but its negative impact on breastfeeding intention and initiation has been documented. Case reports from marketing industry press corroborate academic evidence by highlighting the benefits of digital marketing to BMS companies in recruiting new users and increasing sales. To protect and promote breastfeeding, coordinated global action and strengthened national measures will be needed to implement, monitor and enforce the International Code in a digital context. Further action could include voluntary restrictions on BMS marketing by social media platforms and greater use of government-led data and health privacy regulation.
摘要：
全球范围内,建议母乳喂养的孩子太少了。母乳替代品（BMS）的商业推广是破坏全球母乳喂养的一个因素。尽管《BMS国际营销守则》禁止一切形式的营销，在数字环境中观察到了推广。我们旨在了解数字营销对BMS推广的范围和影响。
BMS在多个数字渠道（社交媒体，制造商网站，在线零售商，博客,移动应用程序和数字流媒体服务)。传统的营销策略，如礼品，折扣和优惠券也以数字方式传播。数据挖掘,实时直接面向消费者的广告和与同行社交媒体影响者的合作是额外的途径。接触数字营销是常见的。关于数字营销影响的研究很少，但其对母乳喂养意向和开始的负面影响已被记录在案.营销行业媒体的案例报告通过强调数字营销对BMS公司在招募新用户和增加销售方面的好处，证实了学术证据。为了保护和促进母乳喂养，需要采取协调的全球行动和加强的国家措施来实施，在数字环境中监控和执行国际准则。进一步的行动可能包括自愿限制社交媒体平台的BMS营销，以及更多地使用政府主导的数据和健康隐私法规。
BMS在多个数字渠道（社交媒体，制造商网站，在线零售商，博客,移动应用程序和数字流媒体服务)。传统的营销策略，如礼品，折扣和优惠券也以数字方式传播。数据挖掘,实时直接面向消费者的广告和与同行社交媒体影响者的合作是额外的途径。接触数字营销是常见的。关于数字营销影响的研究很少，但其对母乳喂养意向和开始的负面影响已被记录在案.营销行业媒体的案例报告通过强调数字营销对BMS公司在招募新用户和增加销售方面的好处，证实了学术证据。为了保护和促进母乳喂养，需要采取协调的全球行动和加强的国家措施来实施，在数字环境中监控和执行国际准则。进一步的行动可能包括自愿限制社交媒体平台的BMS营销，以及更多地使用政府主导的数据和健康隐私法规。
