Table 1.

Coding categories and options of milk formula ad content.

Coding category and coding options		Definition or examples
Emotional imagery (based on ad imagery)
	Happy child	Image of a smiling baby.
	Parental love	Image of a parent hugging or kissing a baby.
	Satisfied baby drinking from a milk bottle or holding a formula can	Image of a cute baby drinking milk from a bottle or holding a milk formula can.
	Relieved mother, pregnant women	Image of a mother or pregnant woman relieved or at ease.
	Beautiful natural environment, pasture	Image of a mountain pasture, clear sky, and natural landscape.
Marketing elements
	Branding elements	Any logos, colors, and trademarks.
	Special price promotions	Limited-time offers, discount, or other reduced price.
	Sampling	Consumers are given some quantity of a product for no charge (either new or established products).
	Coupons	A document or e-voucher exchanged for financial discount with product purchase.
	Bonus packs	Special packaging that provides consumers with extra quantities of products at no extra charge.
	Competitions, prizes, and giveaways	Any contest involving a participant entry, including content about the product or the brand (such as photos and article) created by users.
	Cartoon characters or spokes characters	Any nonhuman characters that are used to promote a product or a brand—giraffes, sheep, bees, bears, and other cartoon images.
	Sponsorships and partnerships	Any events that the brand supports or other brands with which the brand partners.
	Celebrity endorsement	People with an entertainment or media profile.
	Online shop	The ad is directly linked to the products in e-shop, and app user could buy the product online.
	Delivery	Products are delivered directly to consumer.
Claims
	Food safety claim	Purity, no contamination, imported milk source, good quality of milk source, whole package imported, and a long brand history.
	Product quality claim	Organic, goat milk, premium or gold or super package, scientific based or medical evidence based or medical recommendations based or trusted by parents and health professionals.
	Health claims	Nutritionally balances, and provides good nutrition to, the infant or children, supports healthy growth/better overall health, helps to support digestive system, good for the brain/better brain power, and specialized for allergic baby.
	Nutrition claims	Contains DHAa or ARAb, Omega 3, or milk fat globule; contains fiber; contains probiotics; contains protein or amino acids; contains lactose; contains vitamin.
	Claims idealizing the use of milk formula	Texts aim to idealize the use of milk formula, including wording closest to, inspired by, and following the example of human breast milk; closer to breast milk.
Advertisement disclosure		All advertising has to be identified with the word Advertisement.

^aDHA: docosahexaenonic acid.

^bARA: arachidonic acid.