The Digital Shift in Breast-Milk Substitute Marketing in the Czech Republic: Persuasion Techniques and Regulatory Challenges in Online Consumer Influence

Misleading marketing practices and ethically ambiguous persuasion techniques have shaped consumer perceptions of breast-milk substitutes (BMS), despite the well-documented health benefits of breastfeeding. A recent evaluation of BMS producers' marketing activities in the Czech Republic and their compliance with the International Code of Marketing of Breast-Milk Substitutes by World Health Organization revealed widespread use of "grey-zone" tactics on social media and in product reviews. Our findings suggest that influencer and nano-influencer marketing and word-of-mouth product testing should be included in monitoring and regulation due to their growing role in peer-to-peer recommendations. Unlike traditional advertising, where commercial intent is clear, digital marketing relies on embedded persuasion, blurring the line between organic consumer recommendations and paid promotions. These tactics contribute to declining breastfeeding rates and raise concerns about transparency, consumer protection, and regulatory oversight. Existing policies, including WHO guidelines, have yet to adapt to the evolving digital marketing landscape, enabling companies to bypass traditional restrictions. To address these challenges, policymakers should establish clear disclosure requirements, stricter penalties for noncompliance, and AI-driven monitoring systems to track undisclosed promotional activities. Strengthening regulatory frameworks is essential to combat misinformation and uphold breastfeeding as the optimal infant feeding method.