This presentation explores the current tactics being used by formula manufacturers to compromise code compliance. Lactation consultants, breast pump companies, and healthcare platforms are being lured into partnerships and affiliations with infant formula manufacturers to market breastmilk substitutes. Parents are enticed to use the services of healthcare platforms that do not present unequivocal support for exclusive breastfeeding. Formula companies use sophisticated techniques and misleading messaging to market their products including scientific language and imagery, pain points, and emotional and aspirational appeals. Combo feeding is being positioned as the normal way to feed an infant. Armoring parents and healthcare providers against these tactics are discussed.

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