Despite the clear policy intent to contain it, the marketing of formula milk remains widespread, powerful and successful. This paper examines how it works. The study comprised a mix of secondary analysis of business databases and qualitative interviews with marketing practitioners, some of whom had previously worked in formula marketing. The World Health Assembly Code aims to shield parents from unfair commercial pressures by stopping the inappropriate promotion of infant formula. In reality marketing remains widespread because some countries (e.g. the USA) have not adopted the Code, and elsewhere industry has developed follow-on and specialist milks with which they promote formula by proxy. The World Health Assembly has tried to close these loopholes by extending its Code to these products; but the marketing continues. The campaigns use emotional appeals to reach out to and build relationships with parents and especially mothers. Evocative brands give these approaches a human face. The advent of social media has made it easier to pose as the friend and supporter of parents; it is also providing companies with a rich stream of personal data with which they hone and target their campaigns. The formula industry is dominated by a small number of extremely powerful multinational corporations with the resources to buy the best global marketing expertise. Like all corporations they are governed by the fiduciary imperative which puts the pursuit of profits ahead of all other concerns. This mix of fiscal power, sophisticated marketing, and single-mindedness is causing great harm to public health. Formula marketing is widespread and using powerful emotional techniques to sell parents a product that is vastly inferior to breast milk. There is an urgent need to update and strengthen regulation.

中文翻译：

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畅销第二：婴儿配方奶粉的营销方式。

尽管有明确的遏制政策意图，配方奶的营销仍然广泛，强大且成功。本文研究了它是如何工作的。该研究包括对业务数据库的二次分析和对市场营销从业人员的定性采访的混合，其中一些人以前曾从事过公式营销。《世界卫生大会守则》旨在通过阻止不适当地推广婴儿配方奶粉来保护父母免受不公平的商业压力。实际上，市场营销仍然很普遍，因为一些国家（例如美国）尚未采用该法规，而其他行业则开发了后续和专业牛奶，他们通过代理来推广配方奶。世界卫生大会试图通过将《守则》扩展到这些产品来弥补这些漏洞；但行销仍在继续。这些运动利用情感吸引力来与父母，尤其是母亲建立联系。令人回味的品牌赋予这些方法人性化的印象。社交媒体的出现使人们更容易成为父母的朋友和支持者。它还为公司提供了丰富的个人数据流，他们可以根据这些数据磨练和定位广告系列。配方工业由少数极具实力的跨国公司主导，这些公司有资源购买最佳的全球营销专业知识。像所有公司一样，它们也受信托指令的约束，这使追求利润先于其他所有关切。财政权力，复杂的营销和一心一意的结合对公共卫生造成了极大的伤害。配方奶粉营​​销非常普遍，并使用强大的情感技巧向父母出售远远不如母乳的产品。迫切需要更新和加强法规。