Multinational baby formula companies, such as Nestlé and Danone, are using social media to market to consumers in Southeast Asia in ways that raise serious concerns that they may violate World Health Organization (WHO) guidelines.
The companies have changed their advertising tactics during the coronavirus outbreak and are also using mothers to create online marketing material.
I started reporting on this issue after WHO said that social media advertising was a “cause of growing concern” when it came to formula.
WHO introduced an international ethical code for formula marketing in 1981, after Nestlé’s advertising practices in developing countries attracted international attention and made it subject to a boycott campaign. A 2016 resolution clarified that “growing-up milks” for children under the age of 36 months fall under the code’s scope.
The WHO code prohibits formula marketing to the public, but its guidelines are not legally binding. While 70 per cent of WHO member states have enacted some legal measures against formula marketing, only 25 countries have adopted legislation that substantially aligns with the code.
There is no suggestion that either company has broken any Indonesian laws, but public health experts have expressed concerns that their actions go against the spirit of the WHO code.
During the ongoing pandemic, Nestlé's Indonesian formula brand, Dancow, ran ads featuring straplines such as “Bunda, Lindungi Si Buah Hati” (“Mother, protect your sweetheart!”) next to images of children drinking formula. The company has also used its hashtag #DancowLindungi (#DancowProtects) frequently on its posts since March 2020.
The code bars companies from seeking direct or indirect contact with pregnant women and mothers, but, during the pandemic, Dancow has hosted webinars discussing infant nutrition and live-streamed an event called ParentFest, billed as an online festival to support mothers “learning from home.”
Danone’s SGM brand has done something similar during lockdown, encouraging consumers to post questions to health experts on Facebook. Contrary to the code, Danone advertised its customer careline on Facebook and urged mothers to call if they had questions about their child’s growth and development.
WHO states that companies should not market any formula product for children under the age of three. But Nestlé’s recent Facebook ads in Indonesia show products for children aged one and above. Nestlé said that all of its communications comply with Indonesian law, “where advertisement of products for children above one year old is allowed.”
Indonesian breastfeeding advocate, Nia Umar, told me that companies promote freely. She believes it’s violating the code, “but it’s not against the law. They know the gap. And since the gap is very big and very wide, they use it to promote unethically.”
The companies have also used mothers to create online marketing material. In 2014, Danone’s SGM band launched its “mombassador” scheme. Each year, young women are encouraged to become brand ambassadors. Judged in part on their social media presence, successful applicants are encouraged to host parenting events, some at government-run health centres, and publish posts promoting SGM online.
Women who have taken part in the programme told us that they were offered classes on nutrition and child development, editing photos, and writing social media content. Danone said that the initiative was purely informational and did not promote any baby formula products.
Danone claims to have more than 400 mombassadors across Indonesia. The company does not cover the cost of transportation to participants’ classes and does not pay the mothers directly for their branded social media posts.
“I am only a middle-school graduate,” said one mother. “The most important thing is knowledge, right? For me, paying for transportation [to classes] is not really a big deal. Going to school, you have to pay tuition. The [mombassador] programme is free and useful.”
David Clark, a nutrition specialist at Unicef, told me the women were being “manipulated.”
“There is no doubt in my mind that mommy bloggers and brand ambassadors are involved in a form of promotion that is prohibited by the Code,” he said.
Health experts say that aggressive advertising can cause mothers to move to formula unnecessarily. WHO recommends that, where possible, babies are exclusively breastfed for the first six months and receive continued breastfeeding up to the age of two and beyond.
In response to our investigation, Nestlé said, “The WHO code and subsequent WHA (World Health Assembly) resolutions are recommendations for member states to translate into local legislation. This is why we apply WHO recommendations as implemented in law by member states.”
Both Nestlé and Danone told the Bureau that they take any allegation of non-compliance seriously and have robust systems to encourage people to report any concerns around marketing practices.
Some experts predict that, without adequate legislation and enforcement, formula companies will continue to flout WHO guidelines. “They’re in this business to make money and to sell products,” David Clark told me. “But we have to have a regulatory framework in place that stops them from exploiting and manipulating the public.”
You can read our full investigation here.
Rosa Furneaux will respond to some comments and questions in this discussion next week.
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Guest post: “Formula companies in Southeast Asia have changed their advertising tactics during the coronavirus outbreak”
BojanaMumsnet · 05/08/2020 17:14
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