Rethinking Promotion

Supporting Families by Rethinking Infant Formula Promotion

Businesses—your role matters.

At Breastfeeding Family Friendly Communities (BFFC), we know that large retailers and pharmacy chains shape how families feed their babies. That’s why we’re inviting non-locally controlled businesses across North Carolina and beyond to join us in Step 8.iv of the Ten Steps to a Breastfeeding Family Friendly Community: promoting infant feeding practices that are safe, equitable, and evidence-based.

What is Step 8?

STEP 8: All non-locally controlled groceries, food markets, convenience stores, and pharmacies are encouraged to display lactation support information near infant formula/foods and to prevent local advertising of formula. This information may not be provided by the formula industry.

Why It Matters

Families deserve accurate, unbiased support when making decisions about feeding their babies.

The World Health Organization Code of Marketing of Breast-Milk Substitutes (WHO Code) affirms that aggressive marketing of infant formula can undermine breastfeeding and lead to harmful health outcomes—especially for infants in low-income, high-stress, or disaster-impacted communities. While formula is sometimes necessary and should remain available, how it’s marketed sends a powerful message.

Displaying lactation-positive materials alongside formula—not ads for formula—helps restore balance.

What You Can Do

As a non-locally controlled business, we recognize you may not control your store’s product line—but you can take simple steps to support families:

✅ Display Independent Lactation Support Materials

Place flyers, shelf talkers, or QR codes near formula shelves that offer:

  • Breastfeeding help hotlines
  • WIC and public health resources
  • Culturally relevant lactation support

Note: These materials should not be created or sponsored by formula companies. BFFC can provide pre-approved options branded with your store’s logo.

✅ Say No to Local Formula Advertising

Avoid in-store ads, coupons, or promotions that give one-sided messages about formula. Let families make informed choices without marketing pressure.

✅ Partner with Us

Work with BFFC or your local breastfeeding coalition to co-create signage or train staff. We’re happy to meet with regional managers, DEI teams, or store leadership to support alignment with this public health goal.

Sample Signage

Here are examples of signage and messaging we can co-develop:

  • Women, Infant, and Children’s Program (WIC)
  • La Leche League USA
    • LLLusa.org/locator/
  • North Carolina Breastfeeding Coalition
    • ncbfc.org
  • Appalachian Breastfeeding Network Hotline
    • appalachianbreastfeedingnetwork.org| 888-588-3423
  • 📌 “Breastfeeding in this store is protected by law. Families are always welcome.”

We’ll help make it branded, accessible, and easy to implement.