CERP: yes
E-CERP:
Promotion of Lactation in a Digital World: Leveraging Social Media and 21st Century Technology for Impact
Presenter
Laurel Wilson, IBCLC, RLC, CLSP, INHC, BSc
Timing
60–90 minutes
Abstract
Over the past decade, the landscape of health communication has transformed at lightning speed, yet lactation promotion has struggled to keep pace. Today, social media is one of the primary sources of infant feeding information for families, often outweighing guidance from healthcare providers. At the same time, influencers with limited training, and formula companies with sophisticated marketing strategies, are shaping narratives in ways that can undermine evidence-based care.
The COVID-19 pandemic accelerated this shift, pushing families to rely heavily on digital platforms for education, connection, and support. In response, formula companies have expanded their digital presence, often bypassing or subtly violating the International Code of Marketing of Breast-milk Substitutes, while many lactation professionals remain underprepared to effectively and ethically engage in these spaces.
This session explores how lactation promotion must evolve to meet families where they are – online. We will examine current research on social media use in the perinatal period, explore how families engage with digital content, and unpack the marketing tactics used by artificial milk companies to influence feeding decisions.
Most importantly, participants will gain practical, ethical, and innovative strategies to confidently leverage social media for education, advocacy, and connection, without compromising professional standards or Code compliance. This is about reclaiming the digital space and using it as a powerful tool to support, inform, and protect families.
Key Takeaways
- Understand parent behavior: Identify at least three ways parents engage with social media during pregnancy, birth, and early parenting
- Evaluate impact: Describe at least two positive and two negative effects of social media on infant feeding decisions
- Promote effectively: Implement at least two actionable strategies to support and promote breast/chestfeeding through modern digital platforms
- Practice ethically: Recognize key privacy considerations and maintain alignment with the International Code in digital spaces
Outline
- The evolving landscape of lactation promotion
- Current research on social media and perinatal health
- What is currently being done, and where gaps remain
- Key social media platforms for lactation support
- Established platforms
- Emerging platforms
- The intersection of health promotion and digital marketing
- How families are using social media
- Engagement patterns and trends
- What drives trust and decision-making
- Digital strategies used by artificial milk companies
- Overview of the International Code
- Analysis of current marketing tactics
- Reclaiming the space: how professionals can engage effectively
- Content strategies
- Building trust and community
- Tools and platforms
- Ethical considerations and privacy in digital practice







