Abstract
<title>Abstract</title> <p>Background One of the main barriers to human milk donation is a lack of information, with many women turning to the internet and social media to find answers to their questions about the process. This study aimed to analyze information on human milk donation available on search engines and social media in both Spanish and English. Methods A descriptive study was conducted combining the analysis of search trends and web search results with content analysis of social media. Search trends were examined using Google Trends (2016–2026), and the highest-ranked Google search results for the most common queries related to human milk donation in Spanish and English were analyzed. In addition, the highest-ranked post on Instagram, X, Facebook, TikTok, and YouTube were analyzed. Data were extracted on source characteristics, content, and the main topics addressed. Results Searches in Spanish showed a relatively stable frequency, with recurring increases coinciding with World Human Milk Donation Day. In contrast, searches in English saw a sharp increase in 2022, which was linked to the shortage of infant formula in the United States. On Google, healthcare institutions were the main source of information, with content primarily focusing on the donation process and the benefits of donated human milk. On social media, a greater diversity of authors and formats emerged, with awareness-raising content and testimonials from female donors becoming prevalent. Comments revealed questions about the requirements and the donation process, aspects that were scarcely addressed in institutional content. Furthermore, posts mentioning incentives for recruiting donors and references to the unregulated purchase or exchange of human milk were only identified in English-language content. Conclusions Information on human milk donation varies by platform and language. While search engines prioritize institutional content focused on the donation process, social media serves as a space where potential donors can share their experiences, ask questions and discuss perceived barriers. These findings highlight the importance of human milk banks and healthcare professionals strengthening their digital communication by creating content that caters to users' informational needs.</p>