1
|
Sally EDOF, Gomes DS, Dantas LDOC, Henriques P. NBCAL violation of products that compete with breastfeeding on the social network Instagram. Cien Saude Colet 2024; 29:e20312022. [PMID: 38655976 DOI: 10.1590/1413-81232024294.20312022] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [MESH Headings] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 12/20/2022] [Accepted: 06/26/2023] [Indexed: 04/26/2024] Open
Abstract
The article aims to identify NBCAL violations and analyze the content of messages posted on the Instagram social network. This qualitative-quantitative study consisted of a convenience sample of profiles identified through specific terms preceded by the hashtag symbol (#). Data were collected for two months by trained researchers using a structured questionnaire. We calculated the product promotion frequency that characterized violation of the NBCAL per category and manufacturer. The messages were analyzed using the content analysis technique. We identified 64 personal accounts of mothers with violations in 89 products, mainly food (n = 72), dairy compounds (54.2%), and infant formulas (45.8%) were the most publicized. Two thematic categories emerged from the posted texts, one related to the quality of the products and the other about breastfeeding difficulty, especially low milk production. The study identified NBCAL violations on the Instagram social network, alerting the need to recognize digital marketing to include it in the rules imposed by the Norm in the virtual context, considering the capillarity of social networks in disseminating information to the public in question.
Collapse
Affiliation(s)
- Enilce de Oliveira Fonseca Sally
- Departamento de Nutrição Social, Faculdade de Nutrição Emilia de Jesus Ferreiro, Universidade Federal Fluminense. R. Mário Santos Braga 30, 4º andar, Centro. 24020-140 Niterói RJ Brasil.
| | - Daiane Silva Gomes
- Faculdade de Nutrição Emilia de Jesus Ferreiro, Universidade Federal Fluminense. Niterói RJ Brasil
| | | | - Patrícia Henriques
- Departamento de Nutrição Social, Faculdade de Nutrição Emilia de Jesus Ferreiro, Universidade Federal Fluminense. R. Mário Santos Braga 30, 4º andar, Centro. 24020-140 Niterói RJ Brasil.
| |
Collapse
|
2
|
Rivera JA, Colchero MA, Pérez-Ferrer C, Barquera S. Perspective: Mexico's Experience in Building a Toolkit for Obesity and Noncommunicable Diseases Prevention. Adv Nutr 2024; 15:100180. [PMID: 38246349 PMCID: PMC10877686 DOI: 10.1016/j.advnut.2024.100180] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [MESH Headings] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 10/17/2023] [Revised: 12/15/2023] [Accepted: 01/16/2024] [Indexed: 01/23/2024] Open
Abstract
Noncommunicable diseases (NCDs) are a leading cause of death and disability worldwide, with a higher risk of death in low- and middle-income countries. Diet and excess weight are risk factors for NCDs. In Mexico, the prevalence of overweight and obesity increased dramatically in the last 30 y and is among the highest in the world. To address this public health problem, governments and public health professionals have several policy instruments available. In this study, we present the policy instruments currently approved in Mexico, which include fiscal, informational, and authoritative tools that aim to improve the food environment and promote healthy behaviors (taxes, school food guidelines, front-of-pack labeling, marketing regulations, and dietary guidelines). These types of interventions are important in regions like Latin America, where social inequities and poor access to information are common, and individual healthy choices are often limited. These interventions target the environments in which individuals live, study, work, and seek entertainment, while limiting access to unhealthy choices and offering information to promote healthy alternatives. The Mexican experience in design, implementation, and evaluation of policies to improve the food environment can be useful for other low- and middle-income countries facing similar challenges.
Collapse
Affiliation(s)
- Juan A Rivera
- Center for Population Health Research, National Institute of Public Health, Cuernavaca, Morelos, Mexico.
| | - Mónica Arantxa Colchero
- Center for Evaluation and Surveys Research, National Institute of Public Health, Cuernavaca, Morelos, Mexico
| | - Carolina Pérez-Ferrer
- Center for Population Health Research, National Institute of Public Health, Cuernavaca, Morelos, Mexico
| | - Simón Barquera
- Center for Nutrition and Health Research, National Institute of Public Health, Cuernavaca, Morelos, Mexico
| |
Collapse
|
3
|
Abstract
BACKGROUND Disparities in breastfeeding rates and exclusivity exist across regions and countries despite multifaceted breastfeeding promotion efforts in recent decades. Markets for artificial milk formula continue to grow as its substitution for breastfeeding is common. A new approach is needed for breastfeeding promotion strategies. RESEARCH AIM This state-of-the-art review aimed to describe the implications of not-breastfeeding on the environment within the context of food system sustainability. METHOD A total of 19 peer-reviewed articles within a 20-year timeframe were included in this review. Authors searched five databases for articles including Science Direct, GreenFILE, Springer Link, ProQuest, and PubMed. RESULTS The demand for artificial milk formula production as a replacement for breastfeeding results in increased greenhouse gas emissions, water pollution, and waste, thereby aggravating problems with freshwater scarcity. A short duration of breastfeeding and limited exclusivity have been associated with close birth spacing and contributing to global population growth. Breastfeeding is a healthy, sustainable diet, and a culturally acceptable first food. It advances health equity and food security. Exclusive breastfeeding for the first 6 months of life can be promoted with emphasis on total carbon footprint reduction, prevention of waterway degradation, and natural birth spacing, thereby sustaining food systems at large. CONCLUSION It is important to reform food, nutrition, and environmental policies to protect exclusive breastfeeding while decarbonizing artificial milk formula production. More research is needed to provide directions for new breastfeeding promotion strategies connecting breastfeeding with environmental stewardship.
Collapse
Affiliation(s)
- Yeon Kyung Bai
- Department of Nutrition and Food Studies, Montclair State University, Montclair, NJ, USA
| | - Manar Alsaidi
- Department of Nutrition and Food Studies, Montclair State University, Montclair, NJ, USA
| |
Collapse
|
4
|
Conway R, Esser S, Steptoe A, Smith AD, Llewellyn C. Content analysis of on-package formula labelling in Great Britain: use of marketing messages on infant, follow-on, growing-up and specialist formula. Public Health Nutr 2023; 26:1696-1705. [PMID: 36710005 PMCID: PMC10427444 DOI: 10.1017/s1368980023000216] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/17/2022] [Revised: 12/19/2022] [Accepted: 01/23/2023] [Indexed: 01/31/2023]
Abstract
OBJECTIVE To explore on-package formula messaging with reference to legislation and government-issued guidance in Great Britain (GB). DESIGN Formula products were identified, pictures of all sides of packs collated and on-package text and images were coded. Compliance with both GB legislation and guidance issued by the Department of Health and Social Care (DHSC) was assessed. SETTING All formula packs that were available for sale over the counter in GB between April and October 2020. PARTICIPANTS Formula packs (n 71) including infant formula, follow-on formula, growing-up formula and specialist formula were identified, coded and analysed. RESULTS In total, 41 % of formula packs included nutrition claims, and 18 % included health claims that may be considered non-permitted, according to DHSC guidance. Additionally, 72 % of products showed images considered 'non-permitted'. Breast Milk Substitute (BMS) legislation states infant and follow-on formula packs should be clearly distinguishable but does not provide criteria to assess similarity. Based on DHSC guidance, 72 % of infant and follow-on formula packs were categorised as showing a high degree of similarity. Marketing practices not covered by current legislation were widespread, such as 94 % of infant formula packs including advertisements for follow-on or growing-up formula. CONCLUSIONS Text and images considered non-permitted according to DHSC guidance for implementing BMS legislation were widespread on formula products available in GB. As terms such as 'similarity' are not defined in BMS legislation, it was unclear if breaches had occurred. Findings support the WHO call for loopholes in domestic legislation to be closed as a matter of urgency.
Collapse
Affiliation(s)
- Rana Conway
- Research Department of Behavioural Science and Health, University College London, Gower Street, London, WC1E 6BT, UK
| | - Sara Esser
- Research Department of Behavioural Science and Health, University College London, Gower Street, London, WC1E 6BT, UK
| | - Andrew Steptoe
- Research Department of Behavioural Science and Health, University College London, Gower Street, London, WC1E 6BT, UK
| | - Andrea D Smith
- Research Department of Behavioural Science and Health, University College London, Gower Street, London, WC1E 6BT, UK
- MRC Epidemiology Unit, University of Cambridge, Cambridge, UK
| | - Clare Llewellyn
- Research Department of Behavioural Science and Health, University College London, Gower Street, London, WC1E 6BT, UK
| |
Collapse
|
5
|
Franco-Lares B, Lara-Mejía V, Lozada-Tequeanes AL, Villanueva-Vázquez C, Hernandez-Cordero S. Legislation on marketing of breast-milk substitutes in digital and social media: a scoping review. BMJ Glob Health 2023; 8:bmjgh-2022-011150. [PMID: 36918217 PMCID: PMC10016289 DOI: 10.1136/bmjgh-2022-011150] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Journal Information] [Subscribe] [Scholar Register] [Received: 11/07/2022] [Accepted: 02/21/2023] [Indexed: 03/16/2023] Open
Abstract
Innovative and continuously changing methods of digital marketing are routinely used to reach young women and their families with advertisements that normalise infant artificial feeding and undermine breastfeeding. Legislation and provisions regulating digital and social media marketing are limited across countries. The aim of this scoping review was to systematically identify and summarise worldwide legislation implemented to regulate breast-milk substitutes (BMS) marketing on digital and social media, as well as identifying areas of opportunity to strengthen and improve it. Documents published from January 2012 to April 2022 were examined using search strategies including multiple databases and citation tracking. A total of 127 sources were evaluated, and only 28 documents from 24 countries meeting the inclusion criteria were retained. Most of the reviewed documents explicitly stated that digital marketing was prohibited (n=23), as opposed to being regulated only, with prior approval from the relevant authorities in each country. Regarding monitoring, from the countries included in this scoping review, only 14 of 24 (58.3%) stipulate a monitoring process for compliance with legal measures and have designated an actor responsible for monitoring. In addition, 22 of 24 (91.6%) countries included have defined sanctions, but only 17 (70%) countries specify the entity responsible for enforcement. The results highlight the urgent call for the explicit regulation of BMS marketing in digital and social media worldwide, as well as the public documentation of such legal measures. Likewise, it is important that there are effective, transparent and free of commercial influence national monitoring systems used to ensure compliance with legal measures.
Collapse
Affiliation(s)
- Bianca Franco-Lares
- Research Center for Equitable Development EQUIDE, Universidad Iberoamericana, Ciudad de Mexico, Mexico
| | - Vania Lara-Mejía
- Research Center for Equitable Development EQUIDE, Universidad Iberoamericana, Ciudad de Mexico, Mexico
| | - Ana Lilia Lozada-Tequeanes
- Research Center of Nutrition and Health, National Institute of Public Health, Cuernavaca, Morelos, Mexico
| | | | - Sonia Hernandez-Cordero
- Research Center for Equitable Development EQUIDE, Universidad Iberoamericana, Ciudad de Mexico, Mexico
| |
Collapse
|
6
|
Zhao J, Freeman B, Guo R, Li M. Formula milk brands marketing on Chinese social media Weibo - a content analysis. Digit Health 2023; 9:20552076231155683. [PMID: 36798887 PMCID: PMC9926389 DOI: 10.1177/20552076231155683] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 04/25/2022] [Accepted: 01/20/2023] [Indexed: 02/17/2023] Open
Abstract
Background Parents' feeding practices in the first 2 years of life have profound effects on children's survival, health and development throughout their lives. Decisions on how to feed infants and young children should be based on the best information and evidence, not influenced by commercial interests. China is the largest and fastest-growing market for formula milk products. Social media has emerged as a distinctive marketing avenue that can reach consumers directly. Weibo is one of the most popular Chinese social media platforms. This study examined four of the most popular milk formula brands' official Weibo accounts: Biotime, Mead Johnson, YiLi-Prokido, and Friso. Question What messages posted and what marketing practices and tactics are used by formula milk brands on Weibo. Methods We manually downloaded all posts in the four accounts between 1 January and 31 December 2018. Based on previous studies, we developed a marketing practices coding framework and selected ten mutually exclusive categories for coding and analysing the posts. Findings Among 2667 original posts analysed, 65% were from three dominant categories: user engagement (939/2667, 35.2%), parenting advice (516/2667, 19.3%), and celebrity endorsement (327/2667, 12.3%). Other categories included making pseudo-health or nutrition claims and portraying breastfeeding as a painful or problematic experience. Conclusion Widespread marketing practices and tactics were found in the four examined Weibo accounts of formula milk brands. Monitoring and regulation of formula milk marketing on social media are urgently needed. Social media platforms should also be held accountable for protecting a supportive breastfeeding environment.
Collapse
Affiliation(s)
- Jing Zhao
- Sydney School of Public Health, The University of Sydney, Sydney, Australia
| | - Becky Freeman
- Sydney School of Public Health, The University of Sydney, Sydney, Australia
| | - Ruihua Guo
- School of Computer Science, The University of Sydney, Sydney, Australia
| | - Mu Li
- Sydney School of Public Health, The University of Sydney, Sydney, Australia,Mu Li, Sydney School of Public Health, The University of Sydney, Sydney, NSW 2006, Australia.
| |
Collapse
|
7
|
Mota-Castillo PJ, Unar-Munguía M, Santos-Guzmán A, Ceballos-Rasgado M, Tolentino-Mayo L, Barquera S, Sachse Aguilera M, Armijo FC, Bonvecchio A. Digital marketing of commercial breastmilk substitutes and baby foods: strategies, and recommendations for its regulation in Mexico. Global Health 2023; 19:8. [PMID: 36726118 DOI: 10.1186/s12992-023-00908-x] [Citation(s) in RCA: 2] [Impact Index Per Article: 2.0] [Reference Citation Analysis] [What about the content of this article? (0)] [Abstract] [Key Words] [Track Full Text] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Received: 05/22/2022] [Accepted: 01/16/2023] [Indexed: 02/03/2023] Open
Abstract
BACKGROUND Parents are exposed to breastmilk substitutes and baby foods marketing on the internet and social media, which hinders adequate breastfeeding and complementary feeding. This study identifies digital marketing strategies for breastmilk substitutes, specifically commercial milk formula and baby foods used by the industry to influence infant and young children's feeding practices in Mexico and proposes regulatory recommendations that can be useful for similar countries. METHODS Qualitative study based on the CLICK monitoring framework developed by the World Health Organization, adapted for digital marketing of commercial milk formula and baby foods. Semi-structured interviews (n = 53) with key actors were conducted between November 2020 and March 2021, and used grounded theory for the analysis and interpretation with the MAXQDA 20 software. RESULTS Commercial milk formula and baby food companies use digital media to contact and persuade parents to use their products by sending electronic newsletters with advertising. Companies hire influencers to market their products because there is no regulation prohibiting the advertisement of breastmilk substitutes on social media, and promote formula among health professionals inviting them to participate in sponsored webinars on infant nutrition, ignoring conflict of interest and the International Code of Marketing of Breastmilk Substitutes. Parents trust formula and baby food advertisements, which use emotional messages and health and nutrition claims to encourage their consumption. Health professionals consider that claims contribute to the indiscriminate use of formula, and some actors propose the use of plain packaging for these products. CONCLUSIONS Breastmilk substitutes companies promote their products in digital media using unethical strategies that fail to comply with the International Code of Marketing of Breastmilk Substitutes. They generate strong conflicts of interest with health professionals, taking advantage of legal framework gaps and the lack of monitoring and effective sanctions for non-compliers. Updating the legal framework and monitoring compliance, including digital media, is urgently needed to protect children's right to breastfeeding, healthy nutrition and life, and the rights of women to health and informed decision-making.
Collapse
|
8
|
Lara-mejía V, Franco-lares B, Lozada-tequeanes AL, Villanueva-vázquez C, Hernández-cordero S. Methodologies for Monitoring the Digital Marketing of Foods and Beverages Aimed at Infants, Children, and Adolescents (ICA): A Scoping Review. IJERPH 2022; 19:8951. [PMID: 35897321 PMCID: PMC9330739 DOI: 10.3390/ijerph19158951] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Abstract] [Track Full Text] [Download PDF] [Figures] [Subscribe] [Scholar Register] [Received: 06/06/2022] [Revised: 07/14/2022] [Accepted: 07/18/2022] [Indexed: 12/02/2022]
Abstract
While television has been the most widely used medium for food and beverage marketing, companies are shifting in favor of digital media. The ubiquitous digital marketing of breast-milk substitutes (BMS) and foods and beverages high in saturated fat, salt, and/or free sugars (FBHFSS) has been considered a powerful environmental determinant of inadequate dietary practices during infancy, childhood, and adolescence. The scoping review’s aim was to systematically identify and map the types of methodologies available to monitor the digital marketing of foods and beverages targeting infants, children, and adolescents (ICA) worldwide. Research evidence published from 2011 to October 2021 was examined using search strategies including multiple databases and citation tracking. A total of 420 sources were evaluated, and 28 studies from 81 countries meeting the inclusion criteria were retained. Most of the studies (n = 24) documenting methodologies to monitor inappropriate digital marketing were published since 2015 and were primarily aimed at identifying the promotional techniques and nutritional content of FBHFSS targeting adolescents (n = 13). It is paramount to develop a feasible and scalable monitoring system to develop effective policies to protect parents and ICA from BMS and FBHSFF digital marketing.
Collapse
|
9
|
Vilar‐Compte M, Hernández Cordero S, Castañeda‐Márquez AC, Rollins N, Kingston G, Pérez‐Escamilla R. Follow‐up and growing‐up formula promotion among Mexican pregnant women and mothers of children under 18 months old. Maternal & Child Nutrition 2022; 18 Suppl 3:e13337. [PMID: 35293129 PMCID: PMC9113472 DOI: 10.1111/mcn.13337] [Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Track Full Text] [Download PDF] [Figures] [Subscribe] [Scholar Register] [Received: 10/21/2021] [Revised: 02/06/2022] [Accepted: 02/08/2022] [Indexed: 11/30/2022]
Affiliation(s)
- Mireya Vilar‐Compte
- Department of Public Health Montclair State University Montclair New Jersey USA
| | - Sonia Hernández Cordero
- Research Institute for Equitable Development (EQUIDE) Universidad Iberoamericana Mexico City Mexico
| | | | - Nigel Rollins
- Department of Maternal, Newborn, Child and Adolescent Health Geneva Switzerland
| | | | - Rafael Pérez‐Escamilla
- Department of Social and Behavioral Sciences Yale School of Public Health New Haven Connecticut USA
| |
Collapse
|
10
|
Han S, Chen H, Wu Y, Pérez‐Escamilla R. Content analysis of breast milk substitutes marketing on Chinese e‐commerce platforms. Maternal & Child Nutrition 2022; 18:e13332. [PMID: 35213768 PMCID: PMC8932694 DOI: 10.1111/mcn.13332] [Citation(s) in RCA: 0] [Impact Index Per Article: 0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Track Full Text] [Download PDF] [Figures] [Subscribe] [Scholar Register] [Received: 09/27/2021] [Revised: 12/16/2021] [Accepted: 01/26/2022] [Indexed: 11/28/2022]
Affiliation(s)
- Shannon Han
- Department of Social and Behavioral Sciences, Laboratory of Epidemiology and Public Health, Yale School of Public Health Yale University New Haven Connecticut USA
| | - Huixi Chen
- International Peace Maternity and Child Health Hospital Shanghai Jiaotong University School of Medicine Shanghai China
| | - Yanting Wu
- Obstetrics and Gynecology Hospital, Institute of Reproduction and Development Fudan University Shanghai China
| | - Rafael Pérez‐Escamilla
- Department of Social and Behavioral Sciences, Laboratory of Epidemiology and Public Health, Yale School of Public Health Yale University New Haven Connecticut USA
| |
Collapse
|
11
|
Hernández-Cordero S, Vilar-Compte M, Castañeda-Márquez AC, Rollins N, Kingston G, Pérez-Escamilla R. Exposure to marketing of breastmilk substitutes in Mexican women: Sources and scope. Int Breastfeed J 2022; 17:16. [PMID: 35236370 PMCID: PMC8889386 DOI: 10.1186/s13006-022-00455-y] [Citation(s) in RCA: 7] [Impact Index Per Article: 3.5] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Submit a Manuscript] [Subscribe] [Scholar Register] [Received: 08/06/2021] [Accepted: 02/05/2022] [Indexed: 12/17/2022] Open
Abstract
BACKGROUND Aggressive and unregulated marketing of breastmilk substitutes (BMS) results in increased child morbidity and mortality. Unregulated BMS marketing is a major public health concern because it encourages formula consumption at the expense of breastfeeding. This study aimed to identify the sources and characterize the nature of exposure to marketing of BMS among Mexican mothers of children under 18 months of age. As a secondary objective we explored potential association between exposure to BMS marketing and infant feeding practices. METHODS Cross-sectional study, comprising a pre-piloted survey, was conducted between February 2020 to February 2021 with Mexican mothers of children under 18 months of age (n = 754), in two major cities in Mexico. Mothers were selected according to their current infant feeding practices (Breastfeeding only vs. Mixed feeding). We characterized the different BMS marketing sources and scope, and related them with infant feeding practices. In addition, we used logistic regression models to estimate the odds ratio for infant feeding practices by BMS marketing exposure or recommendation. RESULTS Mothers reported different sources of exposure to BMS promotion, including BMS advertisements in diverse media channels (41.6%), recommendation by a healthcare professional and/or relative (76.2%), and receiving a BMS sample at a hospital (18.6%). By contrast, only 36.5% recalled hearing or seeing breastfeeding information the previous year. The odds of mixed feeding were substantially higher, compared to breastfeeding, when mothers were recommended to use a BMS by doctors/pediatricians (OR: 3.96, 95% CI: 2.00, 7.83). Having seen or heard breastfeeding information in the previous year was associated with a lower risk of mixed feeding compared to breastfeeding only (OR: 0.59, 95% CI: 0.35, 0.99). CONCLUSIONS Mexican mothers of young children in the metropolitan areas studied were highly exposed to BMS marketing and through different mass media channels and inter-personal sources. Health care professionals, particularly doctors/pediatricians, are a source of BMS promotion that are likely to have a strong influence on maternal decisions about infant feeding practices. There is an urgent need to protect mothers and their families against unregulated BMS promotion through mass media channels and directly by influential individuals, including health care providers.
Collapse
Affiliation(s)
- Sonia Hernández-Cordero
- Research Center for Equitable Development EQUIDE, Universidad Iberoamericana, Prolongación Paseo de la Reforma 880, Lomas de Santa Fe, 01219, Mexico City, Mexico.
| | - Mireya Vilar-Compte
- Department of Public Health, Montclair State University, 1 Normal Avenue, Montclair, NJ, 07043, USA
| | - Ana Cristina Castañeda-Márquez
- School of Public Health of Mexico, National Institute of Public Health, Av. Universidad 655, Cuernavaca, Morelos, México
| | - Nigel Rollins
- Department of Maternal, Newborn, Child and Adolescent Health, World Health Organization, Avenue Appia 20, 1202, Geneve, Switzerland
| | - Gillian Kingston
- Executive Fellow, School of Business, Kings College London, London, England
| | - Rafael Pérez-Escamilla
- Department of Social and Behavioral Sciences, Yale University School of Public Health, New Haven, 06510, CT, USA
| |
Collapse
|
12
|
Jones A, Bhaumik S, Morelli G, Zhao J, Hendry M, Grummer-Strawn L, Chad N. Digital Marketing of Breast-Milk Substitutes: a Systematic Scoping Review. Curr Nutr Rep 2022; 11:416-430. [PMID: 35507274 PMCID: PMC9066994 DOI: 10.1007/s13668-022-00414-3] [Citation(s) in RCA: 2] [Impact Index Per Article: 1.0] [Reference Citation Analysis] [What about the content of this article? (0)] [Affiliation(s)] [Abstract] [Key Words] [MESH Headings] [Grants] [Track Full Text] [Download PDF] [Figures] [Journal Information] [Subscribe] [Scholar Register] [Accepted: 04/04/2022] [Indexed: 01/13/2023]
Abstract
PURPOSE OF REVIEW Globally, too few children are breastfed as recommended. Commercial promotion of breast-milk substitutes (BMS) is one factor undermining breastfeeding globally. Although the International Code of Marketing of BMS prohibits all forms of marketing, promotion has been observed in digital environments. We aimed to understand the scope and impact of digital marketing for the promotion of BMS. RECENT FINDINGS BMS are promoted strategically and in an integrated fashion across multiple digital channels (social media, manufacturer websites, online retailers, blogs, mobile apps and digital streaming services). Traditional marketing strategies like gifts, discounts and coupons are also disseminated digitally. Data mining, real-time direct-to-consumer advertising and partnering with peer-group social media influencers are additional avenues. Exposure to digital marketing is common. Research on the impact of digital marketing is scarce, but its negative impact on breastfeeding intention and initiation has been documented. Case reports from marketing industry press corroborate academic evidence by highlighting the benefits of digital marketing to BMS companies in recruiting new users and increasing sales. To protect and promote breastfeeding, coordinated global action and strengthened national measures will be needed to implement, monitor and enforce the International Code in a digital context. Further action could include voluntary restrictions on BMS marketing by social media platforms and greater use of government-led data and health privacy regulation.
Collapse
Affiliation(s)
- Alexandra Jones
- Food Policy Division, The George Institute for Global Health, UNSW, Level 5, 1 King St, Newtown, NSW 2042 Australia
| | - Soumyadeep Bhaumik
- Meta-Research and Evidence Synthesis Unit, The George Institute for Global Health, India, 308, Elegance Tower, Plot No. 8, Jasola District Centre, New Delhi, 110025 India
| | - Georgia Morelli
- Food Policy Division, The George Institute for Global Health, UNSW, Level 5, 1 King St, Newtown, NSW 2042 Australia
| | - Jing Zhao
- Food Policy Division, The George Institute for Global Health, UNSW, Level 5, 1 King St, Newtown, NSW 2042 Australia
| | - Miranda Hendry
- School of Public Health, University of Sydney, Edward Ford Building, A27 Fisher Rd, Sydney, NSW 2006 Australia
| | - Laurence Grummer-Strawn
- Actions in Health Systems Unit, Department of Nutrition and Food Safety, World Health Organization, Avenue Appia, 20, Ch-1211, 27 Geneva, Switzerland
| | - Nina Chad
- Actions in Health Systems Unit, Department of Nutrition and Food Safety, World Health Organization, Avenue Appia, 20, Ch-1211, 27 Geneva, Switzerland
| |
Collapse
|