The project, Artificial Intelligence and Digital Marketing of Breast-Milk Substitutes, led by Professor Kathryn Backholer from the Global Centre for Preventive Health and Nutrition (GLOBE), will investigate how Australian infant formula companies market breast-milk substitutes via digital platforms. Using novel AI methods, the research will uncover ways these companies may be contravening national and international regulations and develop tools for ongoing monitoring and accountability.
Why this research matters
Digital marketing of breast-milk substitutes is rapidly evolving, often using sophisticated targeting techniques that reach parents during vulnerable decision-making periods. This project will investigate how Australian breast-milk substitute companies target Indigenous women, non-Indigenous women, and women in Vietnam through digital marketing strategies. It will also evaluate the extent to which these practices comply with the World Health Organization’s International Code of Marketing of Breast-Milk Substitutes. To do this the project will develop AI-driven systems to collect and analyse digital marketing data in real-time. By shining a light on these strategies, the research aims to provide policymakers with robust evidence to strengthen protections for breastfeeding mothers and infants, ensuring healthier outcomes across Australia and Asia.
“Breastfeeding is critical for the health of both mothers and babies, yet aggressive and often covert marketing of breast-milk substitutes undermines this. By harnessing AI, we can expose these practices and provide governments with the evidence they need to act swiftly and protect breastfeeding as a public health priority.” said Professor Kathryn Backholer
Project Team:
Chief investigator: Professor Kathryn Backholer, Deakin Institute for Health Transformation
Project team: Dr Simone Sherriff, Professor Asim Bhatti, Professor Bridget Kelly, Mr Roger Mathisen, Dr Jennifer Browne, Dr Jennifer McCann, Ms Duong Vu
Australian Research Council (ARC) – Driving Research Excellence with Real-World Impact
This funding is part of the ARC’s 2026 Discovery Projects scheme, which supports research that delivers economic, social, environmental, and cultural benefits, while training the next generation of research leaders and strengthening Australia’s global research standing.
Deakin Secures Over $4.18 Million in ARC Grants
In total, Deakin University has been awarded more than $4.18 million in ARC Discovery Project funding for seven new projects. These initiatives span diverse fields—from developing innovative materials and technologies to improving health and wellbeing outcomes and advancing sustainability goals.
Read more about Deakin’s ARC success: https://www.deakin.edu.au/research/research-news-and-publications/article/2025/deakin-researchers-secure-arc-funding-for-seven-new-discovery-projects.
