This analysis reveals the associations between the use of commercial milk formula for pregnant women (CMF-PW) and the belief that CMF-PW will make children smarter and healthier as well as  the perceived social norm that CMF-PW use is common among pregnant women. Data show that 64.6% of pregnant women interviewed used CMF-PW during their current pregnancy. Misleading nutrition and health claims as well as ambiguous information do not consider potential harms but rather change the CMF narrative to start during pregnancy and contribute to CMF brand loyalty, undermining breastfeeding. Advertising strategies, such as cross-promotion and appealing to parents’ emotions and aspirations, reveal that the CMF industry promotes CMF-PW with approaches prohibited under the Code.