The World Health Assembly has taken a significant step to curb the digital marketing of infant formula, addressing a long-standing loophole in regulations. This move aims to protect children from manipulative advertising practices, particularly those leveraging social media and advanced algorithms, and underscores a global commitment to child health and rights.
Closing The Digital Marketing Loophole
The World Health Assembly (WHA) recently approved a resolution to restrict the digital marketing of breast-milk substitutes, a critical update to the 1981 International Code of Marketing of Breast-milk Substitutes. This original code, adopted by the World Health Organization (WHO) and UNICEF, predated the digital age, leaving a significant gap that formula manufacturers exploited through online platforms.
- The resolution, proposed by Brazil and Mexico, allows member states to receive technical support from the WHO for implementing guidance on restricting digital marketing of breast-milk substitutes.
- WHO Director-General Dr. Tedros Adhanom Ghebreyesus emphasized that this resolution will help push back against the promotion of breast-milk substitutes.
- Dr. Bruce Aylward, WHO Deputy DG for Universal Health Coverage, noted that the WHO is developing AI tools to identify violations of national laws, aiding enforcement.
The Impact Of Digital Marketing On Children
Digital marketing, particularly on social media, exposes children to a vast number of advertisements daily. By age 14, children can encounter up to 1,260 ads per day on social media alone. This pervasive exposure carries several risks:
- Physical and Mental Health: Personalized ads and persuasive tactics can influence children’s behavior, leading to unhealthy diet choices and excessive screen time.
- Privacy: Companies collect extensive data on children’s online activities and preferences for targeted advertising.
- Economic Exploitation: Children can be vulnerable to exploitation, especially within influencer culture, due to weak labor protections.
- Freedom of Expression and Thought: Sponsored content and influencer marketing can shape children’s opinions and limit their ability to resist persuasive tactics.
- Play and Rest: Digital marketing in games and social media often transforms play into a commercial experience, with one study finding that 95% of popular children’s apps contain some form of marketing.
UNICEF’s Role And Future Initiatives
UNICEF has been a vocal advocate for child rights in the digital space. Recognizing the rapid evolution of digital marketing, UNICEF is updating its guidance for responsible commercial engagement with children online.
- UNICEF’s 2018 "Children and Digital Marketing: Industry Toolkit" provided initial suggestions for integrating child rights into digital marketing practices.
- A second edition of this toolkit is currently under development, incorporating new research and industry consultations, with an expected launch in mid-2025.
- UNICEF is actively seeking input from digital marketing professionals, civil society, academia, and government experts to ensure the new guidance is comprehensive and actionable.
Global Health Priorities And Challenges
The WHA discussions also highlighted broader global health challenges, including the slow progress towards Sustainable Development Goals (SDGs) related to maternal, newborn, and child mortality. The maternal mortality rate is projected to remain significantly above the SDG target by 2030.
- The WHA incorporated World Prematurity Day into the WHO calendar, acknowledging that preterm birth complications are the leading cause of death for children under five.
- Discussions also touched upon sexual and reproductive rights, with several countries, including Poland (on behalf of the EU) and Finland, advocating for a human rights-based approach and universal access to comprehensive sexual and reproductive health services.
The resolution against digital marketing of infant formula represents a crucial step in safeguarding children’s health and rights in an increasingly digital world, while also underscoring the ongoing efforts to address broader global health disparities.
Sources
- Children and Digital Marketing | UNICEF Child Rights and Business, Unicef.
- Assembly Acts Against Digital Marketing Of Infant Formula, Health Policy Watch.
- Manipulative digital marketing practices targeted at children and youth online, EU NEIGHBOURS east.
- Introducing UNICEF’s new initiative on child rights and digital marketing, Unicef.
