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Poor government policies, lack of community support and an aggressive formula milk industry mean breastfeeding is not as widespread as it could be, according to a two-part Lancet breastfeeding series published on Thursday.
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The marketing world is always reaching a new zenith, breaking through last year's world record and planning to do it again next year with increasing numbers of ads and aggressive new formulae for reaching consumers.
Although the WHO introduced an international marketing code more than 30 years ago to prevent aggressive practices in formula milk promotion, the UK has never fully implemented it.
Among the issues faced by new mothers, Brown criticised aggressive advertising by formula companies, and negative public perceptions of breastfeeding that have seen women asked to cover up when feeding their baby.
This is largely due to misconceptions and the aggressive marketing of formula by milk companies.
The Code arose out of concern that the dramatic increase in mortality, malnutrition and diarrhoea in very young infants in the developing world was associated with aggressive marketing of formula.
In a review of infant feeding practices and barriers to breast-feeding in Vietnam, Nguyen et al in 2011 identified the lack of lactation support staff in hospitals and the aggressive marketing of formula milk within maternity hospitals as contributory [ 35].
For various reasons, including aggressive marketing by the formula makers, many Chinese mothers prefer to give their babies formula rather than breast milk, though breast-feeding has grown in popularity since the 2008 scandal.
Even in countries where governments have actively encouraged breastfeeding, aggressive marketing by the formula milk industry – projected to reach $70bn by 2019 – far surpasses what governments spend to support breastfeeding.
Mr. Niel signaled Tuesday that he would not depart from the brash, aggressive, price-based marketing formula — an exception in France — that has attracted nearly five million customers to Free's broadband offering in little more than a decade.
The company was taken by surprise by the public outrage that greeted the exposure of its demand in last week's Guardian and is desperate to avoid a repeat of the consumer boycott that has dogged it for years over its aggressive marketing of babymilk formula in the developing world.
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