Aggressive marketing of infant formula is a global concern. A major World Health Organization (WHO) report found that more than half of parents and pregnant women are exposed to formula marketing, often using personalized, digital, and emotionally targeted tactics that can be misleading and undermine breastfeeding.
Protecting breastfeeding means speaking up when these practices occur.
The International Code of Marketing of Breast-milk Substitutes (WHO Code) aims to prevent inappropriate promotion of infant formula, bottles, and related products. In Canada, the Code is not fully legislated, however, several laws and agencies address parts of it, especially around advertising, labelling, and product safety.
What kinds of violations can you report?
You can report concerns if you see:
- Advertising or promotion of infant formula or related products to the public (e.g., social media ads, influencer marketing, giveaways)
- Free samples, coupons, or gift bags given to families or through health care settings
- Promotion in health care facilities, including branded materials or company representatives speaking to families
- Gifts, sponsorship, or incentives offered to health professionals or organizations
- Misleading or inappropriate labelling, such as:
- Claims that idealize formula feeding
- Comparisons suggesting formula is similar or superior to breastmilk
- False or misleading marketing claims about products (including “natural,” “closest to breastmilk,” or similar messaging)
- Unsafe, poor-quality, or improperly labelled products
Where to report a concern
Different organizations in Canada handle different types of issues. You can report to one or more of the following:
1. Competition Bureau of Canada
Best for: Misleading or deceptive marketing and advertising
- Handles false or misleading advertising under the Competition Act
- Examples:
- Misleading claims about formula benefits
- Marketing that creates a false impression (e.g., “closest to breastmilk”)
Report when marketing feels deceptive or manipulative.
2. Ad Standards
Best for: Advertising complaints (including digital and social media)
- Reviews advertising across media platforms
- Examples:
- Influencer promotions of formula
- Online ads targeting parents or pregnant people
Report ads that violate ethical advertising standards.
3. Canadian Food Inspection Agency (CFIA)
Best for: Food labelling, composition, and packaging issues
- Oversees food labelling and advertising for food products
- Works alongside Health Canada on Code-aligned labelling guidance
- Examples:
- Incorrect or misleading labels
- Claims comparing formula to breastmilk
Report issues you see on product packaging or labels.
Tips for reporting
When possible, include:
- Photos or screenshots (ads, labels, products)
- Where and when you saw it
- Brand and product name
- Why it concerns you
Why your report matters
Many Code violations in Canada go unreported. By speaking up, you help:
- Protect families from misleading marketing
- Support informed infant feeding decisions
- Strengthen accountability and future policy
Want to do more?
While reporting violations helps address individual concerns, Canada still lacks full implementation of the WHO Code. Advocacy is essential to close this gap.
Visit our Take Action: Advocate for the BFI page to download a template letter and call on your MLA or MPP to support the Baby-Friendly Initiative and strengthen protections for families.