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

Bibliographic Data

ID15535831
AuthorsWenfa Ng (0000-0001-7629-2140, Chinese University of Hong Kong), Wan Ching Ng (Jockey Club School of Public Health and Primary Care, Faculty of Medicine The Chinese University of Hong Kong New Territories Hong Kong), Karene Hoi Ting Yeung (0000-0001-9225-7935, Chinese University of Hong Kong, corresponding author), Lai Ling Hui (0000-0003-0688-3329, Hong Kong Polytechnic University, corresponding author), Ka Ming Chow (0000-0002-7442-5197, Chinese University of Hong Kong, corresponding author), Esther Yuet Ying Lau (0000-0003-0324-891X, Education University of Hong Kong), E A S Nelson (0000-0002-2521-3403, Chinese University of Hong Kong, corresponding author)
Year2025
Volume21
Issue3
Pagese70007-e70007
Publication date2025-02-25
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMaternal and Child Nutrition (JOURNAL)
Journal identifiersISSN: 1740-8695 • E-ISSN: 1740-8709
PublisherWiley (PUBLISHER • GB)
DOI10.1111/mcn.70007
PMID40007181
OpenAlexW4407987260
LanguageEN
Citations received1
References cited23

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

Influencer marketing · Marketing management · Relationship marketing · Culinary Culture and Tourism · Digital Marketing and Social Media · Medicine · Marketing

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