You could have two issues there. The first being that water is getting into the narrow crack and therefore soaking the substrate which, as it dries out, causes the paint to flake. (The white powder could be efflorescence, if moisture is the cause.) Make sure the crack/s are filled and watertight before painting - it may be wise to apply a coat of alkali resitant primer when everything is dry, and after brushing off as much of the powder as possible, then start repainting.
If water penetration isn't an issue, the problem is likely to be that you just have a powdery/friable surface, so, in this case, you should apply a stabilising solution before you repaint.