According to a new World Health Organisation /United Nations International Children's Emergency Fund (WHO/UNICEF) report, more than half of parents and pregnant women (51%) have received formula milk marketing, much of which violates international standards on infant feeding practices. The research is based on interviews with parents, pregnant women, and health workers in eight nations. It exposes the industry's unethical marketing tactics to sway parents' infant feeding decisions.

The report identifies unregulated online targeting, sponsored advice networks and helplines, promotions and gifts, and practices influencing health worker training and recommendations. The report also found that exposure to formula milk marketing increases the likelihood of women choosing formula feeding in Bangladesh (98%), China (97%), Mexico, Morocco (49%), Nigeria, South Africa, the United Kingdom (84%) and Vietnam (92%).

The report details how persistent misinformation about breastfeeding and breast milk reinforces myths and undermines women's confidence in their ability to breastfeed successfully.

Exclusive breastfeeding for six months, followed by continued breastfeeding for two years or more, protects against all forms of child malnutrition, including wasting and obesity. Breastfeeding protects babies from many common childhood illnesses. It also lowers women's risk of diabetes, obesity, and several cancers. Yet just 44% of infants under six months are exclusively breastfed.