# A Content Analysis of Digital Marketing Strategies of Formula Companies and Influencers to Promote Commercial Milk Formula in Hong Kong

## TL;DR

This study finds that digital marketing of infant formula in Hong Kong widely violates international and local codes, urging stricter regulations to protect breastfeeding.

## Contribution

The study reveals widespread noncompliance with marketing codes by formula companies and influencers in Hong Kong, emphasizing the need for legal action.

## Key findings

- Almost all marketing materials from influencers and companies violated at least two provisions of the International and HK Codes.
- Persistent brand promotion and cross-promotion tactics led to higher social media engagement.
- Covert marketing strategies like celebrity endorsements and happy family imagery are prevalent and concerning.

## Abstract

This study examines the compliance of the digital marketing strategies used by formula companies and social media influencers in promoting commercial milk formula (CMF) for infants and young children with the International Code of Marketing of Breast‐milk Substitutes (International Code) and the Hong Kong Code of Marketing of Formula Milk and Related Products, and Food Products for Infants & Young Children (HK Code). Content analyses on influencers' posts, websites and social media sites of five major formula companies were conducted to identify the digital marketing strategies used, evidence of product cross‐promotion, and compliance with the International and HK Codes. Statistical analyses were performed to assess the associations between marketing strategies and social media interactions (likes/comments/shares). The findings revealed widespread noncompliance to the two codes by both influencers and formula companies. Of 1036 influencer (n = 493) and formula company (n = 543) materials mentioned products covered by the Codes, all influencer materials and 95% of company materials violated at least two provisions of the Codes. Persistent brand promotion and cross‐promotion strategies were observed in CMF marketing in Hong Kong, with tactics such as parents' sharing, showing images of happy children and families, and celebrity endorsements leading to higher social media interactions. The extensive CMF promotion by influencers and the covert cross‐promotion and brand promotion are of particular concern given the lack of regulation in this area. The study calls for a comprehensive review and introduction of legalisation in Hong Kong to govern CMF marketing, ensuring enforcement as outlined in the Convention on the Rights of the Child.

International and Hong Kong Codes that aim to control the marketing and promotion of commercial milk formula were extensively violated by both manufacturers and social media influencers in Hong Kong, highlighting the urgent need for enforceable legislation to protect breastfeeding.

Digital marketing of commercial milk formula products in Hong Kong violated both the International and Hong Kong Codes.Almost all materials by influencers and formula companies violated at least two provisions in the codes.The extensive promotion of commercial milk formula products by influencers is of particular concern given the lack of regulation in this area.Covert cross‐promotion and brand promotion of formula milk products was widespread in Hong Kong.A review and legalisation to govern the marketing of commercial milk formula is needed to protect breastfeeding.

Digital marketing of commercial milk formula products in Hong Kong violated both the International and Hong Kong Codes.

Almost all materials by influencers and formula companies violated at least two provisions in the codes.

The extensive promotion of commercial milk formula products by influencers is of particular concern given the lack of regulation in this area.

Covert cross‐promotion and brand promotion of formula milk products was widespread in Hong Kong.

A review and legalisation to govern the marketing of commercial milk formula is needed to protect breastfeeding.