The Advertising Tracking and Remarketing Promotion Activities of The Milk Powder from Facebook Fan Pages and Partner Networks in Thailand After the Enactment of the Control of Marketing Promotion of Infant and Young Child Food Act, B.E. 2560 (2017)

Abstract

The research intended to track advertising strategies and remarketing promotion activities of the milk powder from Facebook fan pages and partner networks by using a tracking from the official Facebook fan page of the milk powder company, 7 pages, i.e., (1) S-momclub (2) Dumex Heart To Heart Club Page (3) Hi-Family Club Page (4) Enfa Smart Club Page (5) Sim Strong Mom Academy Page (6) DG Smartmom Page and (7) Mommy Bear Club Page, this research spent six months between January - June 2021.

The results revealed that advertising and marketing promotion activities clearly violate section 14 of the control of marketing promotion of infant and young child food act, B.E. 2560 (2017). Hi-Family Club Page and Dumex Heart to Heart Club Page advertise and promote the marketing of milk powder for infant on Facebook and its partner networks by placing images of milk powder for infant in the Facebook cover and within ad collection. Whereas the most advertising space for milk powder for infant was feed. It was also found that most of milk powder Facebook fan page had a tactfully or indirectly advertisement of milk powder for infant by installing a link into (1) images (2) videos (3) ad collection of milk powder for infant to pass onto milk powder for infant that being displayed at the point of sale.