Depiction of Homemade Infant Formula and Formula Hacks on Pinterest: An Unsafe and Unhealthy Pin for Infants?

Purpose: To examine Pinterest pins to discern the content, messaging and claims, and engagement with pins regarding formula hacking and homemade formula.

Background: The American Academy of Pediatrics and the Centers for Disease Control and Prevention discourage formula hacking (ie, preparing formula not according to directions to extend its use) and making homemade infant formula due to its associated health risks. Yet, caregivers are using social media platforms to find information on these topics.

Methods: This study conducted a content analysis of Pinterest pins related to formula hacking and homemade infant formula identified from the platform in January 2023 by using 14 search terms.

Results: A total of 63 pins were included in the sample. The topic of all (100.0%) pins was homemade formula. More than one-half (56.0%) of the 25 pins that provided a recipe included an unsafe ingredient, such as raw milk. The most frequently provided reasons to use homemade infant formula were in an emergency (38.2%) and when breastfeeding was not possible (38.2%). The most common claim was that homemade infant formula was healthy (59.6%). The total number of followers for the 63 pins was 861 636.

Conclusions: Pinterest is widely used by caregivers to find feeding information for their infants. Credible organizations should utilize Pinterest to disseminate safe infant feeding practices supported by the Centers for Disease Control and Prevention and the American Academy of Pediatrics.

Implications: The results will help nurses advocate for safe infant feeding and help them guide caregivers away from unsafe formula practices found on social media.