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Baby formula in a spoon
The United Nations International Children’s Emergency Fund (UNICEF) in South Africa has urged government to enforce stricter advertising regulations on the baby formula industry.
This after the World Health Organisation and UNICEF launched a campaign, “Babies before Bottom Lines”, sounding the alarm on what they say is false and unethical formula advertising.
The organisations have called on formula milk companies to stop presenting incomplete scientific evidence and inferring unsupported health outcomes.
PODCAST | Concern over baby formula advertising in SA
UNICEF South Africa’s Nutrition Manager Gilbert Tshitaudzi says the pseudo-scientific health claims made by formula companies discourage mothers from breastfeeding, which should always be a first choice.
Tshitaudzi says breastfeeding is how mothers should feed their babies, however, emphasising that due to significant inappropriate marketing and promoting of formula milk, that has eroded.
“When you look at the nutrition situation of the children in South Africa, we’ve got high rates of children who are not growing well according to their age group. Meaning that their future is literally doomed. They’re not going to grow well; they’re not going to develop well. The main reason being that the foundation is not right,” Tshitaudzi says.
@WHO and @UNICEF surveys found that over half of parents & pregnant women are exposed to advertising from formula milk companies – violating international agreements.
Whether pushing toddler milks, sweetened formula or unsubstantiated claims about babies’ brain development or… pic.twitter.com/egOSVvtNXm
— WHO South Africa (@WHOSouthAfrica) April 29, 2025
