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Digital Baby Formula Campaigns Undermine Breastfeeding & Put Child Health at Risk

The AHA! Team — Wed, 06 Aug 2025 05:21:37 +0000

SciDev.Net via News-Medical – Breastfeeding saves lives. It is one of the most powerful, proven investments in child survival, development and health. A global resolution on digital marketing of breast milk substitutes must be rigorously enforced, writes Afshan Khan, Assistant Secretary-General of the United Nations and coordinator of the Scaling Up Nutrition (SUN) Movement. Breastfeeding saves lives. It is one of the most powerful, proven investments in child survival, development and health. And yet its practice is being undermined — not by science, but by sophisticated and often misleading digital marketing. More than half of new parents are exposed to online promotions for formula milk, often disguised as medical advice or peer support. In some countries, that figure rises to over 90 per cent. What these aggressive campaigns for breast milk substitutes (BMS) do not tell parents is that breast milk is essential for building a child’s immune system — something formula simply cannot do. They also ignore a critical risk: formula must be mixed with water, and in communities without safe water access, this often leads to illness and infection in young children. Digital marketing campaigns are targeting parents at their most vulnerable — when they are seeking guidance, not manipulation. These tactics distort choice by drowning out trusted, evidence-based information with biased, misleading promotion. This not only undermines public health principles and a decade of progress in breastfeeding promotion, it also puts the health and future of entire generations at risk. These digital marketing tactics contravene a longstanding global framework. The International Code of Marketing of Breast-milk Substitutes, adopted by the World Health Organization (WHO) in 1981, was designed to protect families from precisely this kind of exploitation. Yet, as a 2022 WHO and UNICEF report revealed, formula companies now spend up to 70 per cent of their marketing budgets on digital tools — from apps and virtual baby clubs to paid influencers and online forums — harvesting personal data and pushing targeted promotions in breach of the Code. In response, WHO member states adopted a landmark resolution at the World Health Assembly in Geneva this week (26 May) to curb digital marketing of breast milk substitutes and protect parents’ right to accurate, transparent information. Led by Mexico and Brazil and supported by nine country members of the UN-hosted Scaling Up Nutrition (SUN) Movement, this resolution is a critical step forward. The science on breast milk is long proven. By providing essential nutrition, strengthening immunity, and supporting cognitive development, breastfeeding can radically change the health and economic outcomes of mother and child. Scaling up breastfeeding globally could prevent 823,000 unnecessary child deaths and 20,000 deaths from breast cancer every year. It has been linked to a 20 per cent reduction in the risk of physical and cognitive stunting. These recognised advantages of breast milk had begun to take hold. Since 2012, rates of exclusive breastfeeding have risen from 37 per cent to nearly 48 per cent in 2021. Three quarters of these children live in low- and lower-middle-income countries, which represents important, tangible progress. But digital platforms spreading misleading formula marketing are cutting into this progress, with inadequate breastfeeding responsible for 16 per cent of child deaths each year. The new resolution gives countries a new framework to take action. Translating this into results will, however, require further coordinated efforts across sectors. First, stronger enforcement is essential. Countries need robust monitoring and accountability systems to track violations and respond effectively. Vietnam offers a promising model: with support from the SUN Civil Society Alliance, it has launched the AI-powered Virtual Violations Detector, which identifies breaches of the Code in real time and alerts regulators, enabling swift action and targeted advocacy. Another step will be to align fragmented policies across civil society and health systems. Harmful breast milk substitute marketing flourishes in disconnected systems, such as when health workers lack guidance, civil society is under-resourced, or tech platforms are unregulated. To close these gaps, governments must adopt an approach that brings all actors to the table. Finally, it is equally important to support positive campaigns that champion breastfeeding. It is not enough to restrict harmful marketing — parents need support and encouragement to make informed decisions. El Salvador has shown through its “Nacer con Cariño” (Born with Love) national policy how the promotion of breastfeeding can be integrated into prenatal and delivery care. Since its implementation in 2021, 69,000 babies have been born under this respectful care model and, thanks to the training of more than 1,000 breastfeeding counsellors supported by the SUN Movement, the country has far surpassed the global exclusive breastfeeding targets of 50 per cent for 2025, reaching a rate of more than 65 per cent. Informed parents make empowered choices, and empowered choices give every child the best possible start in life. Together with the resolution on the extension of the World Health Assembly nutrition targets, and the commitments made by countries at the Nutrition for Growth Summit in Paris earlier this year, we have a renewed mandate to act. Let’s make sure we use it and ensure this resolution moves from Geneva into meaningful action and change online and on the ground. Afshan Khan is Assistant Secretary-General of the United Nations and coordinator of the Scaling Up Nutrition (SUN) Movement. Source: SciDev.Net To read the original article click here.

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Infant-Directed Singing Shown to Boost Emotional Health

The AHA! Team — Wed, 30 Jul 2025 06:23:15 +0000

Society for Research in Child Development via News-Medical – Many parents know that infants love to be sung to; however, there is limited prior research to show the long-term effects on parental singing. In a new study, researchers explored whether using a music enrichment intervention program to encourage parents to sing more frequently to their babies could improve the health of both infants and caregivers (as with skin-to-contact). This research was featured in a new Child Development article with authors from Yale University (United States), the University of Amsterdam (the Netherlands), the University of Auckland (New Zealand), McGill University (Canada), Donald and Barbara Zucker School of Medicine at Hofstra/Northwell (United States) and Princeton University (United States). Researchers advertised for study participants through in-person visits to baby fairs, distribution of flyers at local daycare centers, preschools, and delivery hospitals, and an announcement on public radio in New Haven, Connecticut. Online recruitment efforts targeted social media groups for expecting and new parents, along with online communities related to early childhood education. The study requirements mandated that all participants have a smartphone to be able to communicate and complete surveys online in English and be a primary caregiver of the infant. The study was conducted with 110 caregivers and their infants, who were on average nearly 4 months old. Most caregivers were from the United States and New Zealand, predominantly white, educated, and socioeconomically advantaged. Study participants were randomly assigned to the intervention or control group. The main portion of the study lasted six weeks, starting with a pre-test in week one, followed by a four-week intervention, and then a post-test in week six. Caregivers in the intervention group completed a brief, smartphone-based music enrichment program to help them sing more often to their babies (through access to instructional videos with children’s songs). Throughout the study, participants completed smartphone surveys one to three times daily, reporting on infant and parent mood, stress, sleep quality, and music use. The findings suggest that simple, low-cost interventions, such as increasing infant-directed singing, have the potential to improve health outcomes for both infants and caregivers. The Society for Research in Child Development (SRCD) had the opportunity to speak with Dr. Samuel A. Mehr from Auckland University along with Dr. Eun Cho from Yale University and doctoral student, Lidya Yurdum from the University of Amsterdam to learn more about the research. SRCD: Can you please provide a brief overview of the study? Author team: We conducted a randomized controlled trial to test whether a simple, low-cost music intervention-encouraging caregivers to actively integrate singing into daily routines with their infants-could improve wellbeing for both infants and caregivers. The study included 110 caregiver-infant pairs, primarily from the United States and New Zealand (with infants on average about 4 months old). Participants were randomly assigned to either an intervention group or a control group. During the 4-week intervention, participants in the intervention group were encouraged to sing more to their infants than usual. We measured how this change in behavior would influence infant mood, stress, sleep, and music behavior, using brief, smartphone based surveys that caregivers completed at random times throughout the day. Our main finding was that the intervention successfully increased the frequency of infant-directed singing, especially in soothing contexts, and led to measurable improvements in infants’ general mood as reported by caregivers. SRCD: Did you learn anything that surprised you? Author team: One interesting finding was how intuitively caregivers incorporated singing into soothing routines for their infants, even though the intervention did not explicitly instruct them to use singing for this purpose. Among a dozen soothing strategies, singing was the only one that showed a significant increase in use following the intervention. From a methodological perspective, a particularly encouraging outcome was the high level of compliance with the study protocol-caregivers completed over 70% of the surveys across the 10-week period, demonstrating the feasibility of this approach for future developmental research. This strong compliance supported our decision to move forward with a longer-term, longitudinal study, which is currently underway. SRCD: Can you please explain how this research might be helpful for parents, caregivers and pediatricians? Author team: Our findings suggest that encouraging parents and caregivers to sing more frequently to their infants can have a positive, causal impact on infant mood. Singing is a universal practice-parents from almost every culture and throughout history have intuitively used singing to soothe and connect with their infants. It’s easy to do, requires no special equipment or training, and is accessible to everyone. Because infant mood is closely linked to parenting stress, caregiver-infant bonding, and later social-emotional development, such a simple intervention could have meaningful downstream benefits. For pediatricians and professionals working with families, recommending increased infant-directed singing is a practical, accessible strategy to support infant well-being. SRCD: Can you please address some of the research limitations? Author team: There are several limitations to note. First, our sample was predominantly white, highly educated, and socioeconomically advantaged and composed mainly of mothers, which limits the generalizability of the findings to more diverse populations. Second, all infant mood data were based on caregiver reports-although these reports were collected in real time to reduce recall bias, they remain subject to potential reporting biases. Third, the intervention was relatively brief and low-intensity; longer and more structured interventions might yield broader effects, including on caregiver mood or other health outcomes. Finally, music was already a regular part of many families’ routines at baseline, which may have limited the observable effect size of the intervention. SRCD: What’s next in this field of research? Author team: Despite the intervention lasting only four weeks, we observed clear benefits for infant mood. This suggests that the positive effects of singing to infants may be even more pronounced with longer-term, higher-intensity interventions-and may also extend to caregiver wellbeing and additional aspects of infant health beyond mood. Building on these findings, we are currently conducting two follow-up studies. The first is a direct replication of our original study, but with professionally developed, higher-quality intervention materials designed to help parents sing more to their infants. This will allow us to determine if improved resources can enhance the intervention’s effectiveness. The second is a longitudinal, randomized trial that follows families over eight months. In this study, we are comparing three active interventions -singing (music plus active parent-infant interaction), music listening (music without active interaction), and reading (no music but active interaction) – as well as a general control group. This design will help us disentangle the unique contributions of music, singing, and interactive activities to infant and caregiver outcomes. More information about this ongoing research can be found at https://www.togetherwegrow.study. This research was funded by the National Institutes of Health (United States), the Royal Society of New Zealand, the University of Auckland (New Zealand) and Princeton University (United States). Source: Society for Research in Child Development Journal reference: Cho, E., et al. (2025) Ecological Momentary Assessment Reveals Causal Effects of Music Enrichment on Infant Mood. Child Development. doi.org/10.1111/cdev.14246. To read the original article click here.

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Baby and Adult Brains ‘Sync Up’ During Play

AHA Publisher — Mon, 20 Jan 2020 08:00:28 +0000

Princeton University via Science Daily – A team of researchers has conducted the first study of how baby and adult brains interact during natural play, and they found measurable connections in their neural activity. In other words, baby and adult brain activity rose and fell together as they shared toys and eye contact. To read the original article click here.

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