Influencers warned on misleading content online

HEALTH experts and lactation support providers have issued a firm warning to content creators disseminating misleading information about infant feeding practices — particularly the promotion of milk formula and mixed feeding for babies under six months.

They are now considering legal action against those violating national regulations under the Public Health (Breast-milk Substitutes, Infant and Young Child Nutrition) Statutory Instrument (SI 192 of 2024).

This legislation prohibits untrained individuals from advertising or promoting designated infant feeding products — such as infant formula — without explicit authorisation from the Ministry of Health and Child Care.

Earlier this week, Facebook, a social media platform, was set alight with criticism following a video posted by socialite and content creator Ambassador Chie MaSiziva, who encouraged mothers to introduce solid foods before the recommended six months of exclusive breastfeeding.

The video, in which Masiziva also promoted a specific brand of infant formula (name supplied), has drawn condemnation from public health professionals, who argue her content is in direct breach of both national and international infant feeding guidelines.

Ms Annie-Msauki Busumani, a Nutritionist and Certified Infant Feeding Counsellor based in Umzingwane District, Matebeleland South spoke out strongly against the video.

“She’s encouraging women to introduce solids earlier than recommended. That’s dangerous, especially for mothers on Antiretroviral Therapy (ART), as it increases the risk of transmitting infections to their infants.

She’s also promoting formula for children under six months and even naming a specific brand — this clearly violates the International Code of Breastmilk Marketing. She is not trained or authorised to give such advice,” Ms Busumani said.

Ms Busumani stressed that the promotion of formula feeding by unqualified individuals compromises public health and contravenes SI 192 of 2024.

“We’re witnessing a lot of harm because of this misinformation. The health sector assesses and monitors feeding issues before prescribing milk formula. Mothers facing challenges should consult trained lactation consultants or qualified nutritionists. Not all health workers are trained in infant feeding, so it’s crucial to seek help from the right professionals,” she added.

Under Part V of SI 192 of 2024, it is prohibited for unauthorised persons to advertise or promote breast-milk substitutes in public, particularly on digital platforms. Any individual found guilty of contravening this regulation is liable to a fine not exceeding Level 8, imprisonment for up to one year, or both.

According to the SI, designated products include infant formula, follow-on milks, bottles, and teats. Promotion of these products without certification can lead to prosecution.

A August 7, 2024 report by the World Health Organisation (WHO), titled “Closing the Gap: Breastfeeding Support for All”, revealed that globally, only 44 percent of infants are exclusively breastfed for the first six months.

Zimbabwe trails slightly below the global average at 42 percent, far from the 2030 Sustainable Development Goals target of 70 percent.

The WHO article also noted that while more than 80 percent of Zimbabwean children are still breastfed at one year, many stop before reaching the recommended 24 months.

Experts say the rising use of bottles and formula is being fuelled by aggressive marketing from manufacturers, including through some health workers. These promotions — often disguised as advice — portray formula feeding as modern, convenient, or even superior to breastfeeding, contrary to medical evidence.

The International Code of Marketing of Breast-milk Substitutes, established by WHO, exists to promote and protect breastfeeding, ensure fair marketing practices and prevent unsubstantiated or misleading promotion of breast-milk substitutes.

The violations of the Code include advertising to the public, distributing free samples, promoting within healthcare facilities, offering gifts to health workers and misleading labelling or health claims.

Such violations may occur across various platforms, including media, retail stores, healthcare institutions, and online content, as is the case with the controversial video from social media influencer Ambassador Chie MaSiziva.

Dr Alex Stevenson, a paediatrician based at Parirenyatwa Hospital in Harare, also reinforced the importance of exclusive breastfeeding.

“There’s a need for extreme caution in what information is shared with nursing mothers. Exclusive breastfeeding — without any formula, water, or solids — is the gold standard for the first six months. It’s not only ideal for nutrition but essential for the baby’s immune system and long-term health,” he said.

Dr Stevenson went on to highlight the scientifically proven advantages of breastfeeding over formula.
“Breast milk contains antibodies and human milk oligosaccharides (HMOs), which promote a healthy gut and immune system.

The formula can’t replicate these components. While formula may be necessary in certain medical situations, it should never be promoted as equal to or better than breast milk. If someone is struggling with breastfeeding, they should consult a professional. Misinformation can cause irreversible harm to both mother and child,” he said.

He urged mothers to seek help from certified professionals and warned against taking advice from social media influencers.

Public comments on the controversial post echoed the outrage from health professionals. One wrote;
“This one needs legal action for sure. Marketing formula is not allowed. We need to stop this, not confront her, but create the right awareness.”