When Gustun Aunlamai arrived at school at age 4, he was so overweight that his teacher worried he’d have trouble breathing during naptime. His arms and legs were thick. His mouth peeked out from two ballooning cheeks. He moved slowly.
Throughout his toddler years, Gustun had regularly asked his parents to refill his bottle with his favorite “milk” — a type of formula made especially for kids his age. And they were happy to oblige. Sumet Aunlamai and Jintana Suksiri, who lived in a rural province north of Bangkok, had carefully chosen the brand.
Like other Thai parents, they’d been bombarded by formula advertising on television, online and in grocery stores, where a rainbow of boxes and canisters of powdered toddler milk featured teddy bears in graduation caps and giveaways like toys or diapers. It cost far more than cow’s milk but promised to make Gustun stronger and smarter.
What Jintana didn’t know, as Gustun chugged the formula and his weight neared 70 pounds, was that her son’s choice drink had sparked an international feud.
In 2017, Thai health experts tried to stop aggressive advertising for all formula — including that made for toddlers. Officials feared company promotions could mislead parents and even persuade mothers to forgo breastfeeding, depriving their children of the vital health benefits that come with it. At the time, Thailand’s breastfeeding rate was already among the lowest in the world.
But the $47 billion formula industry fought back, enlisting the help of a rich and powerful ally: the United States government.
Over 15 months, U.S. trade officials worked closely with formula makers to wage a diplomatic and political pressure campaign to weaken Thailand’s proposed ban on formula marketing, a ProPublica investigation found.
U.S. officials delivered a letter to Bangkok asking pointed questions, including whether the legislation was “more trade restrictive than necessary.” They also lodged criticisms in a bilateral trade meeting with Thai authorities and on the floor of the World Trade Organization, where such complaints can lead to costly legal battles.
Hellbound and Down 