BackgroundThere is little evidence of the association between digital marketing of formula and baby food and infant and young child feeding (IYCF) practices.ObjectiveAssess parents’ exposure to digital marketing of formula and baby food for children <2 years and its association with the purchase and IYCF practices in Mexico.MethodsParents ≥18 years recruited from a market research panel completed an online survey (n=1074) and capture-on-screen (n=95) between December 2020 and January 2021. Logistic regressions were used to estimate the association between exposure to digital marketing of formula and baby foods with its purchase, motivation, consumption and IYCF practices.ResultsDigital marketing of formula and baby food was self-reported by 93.9% of parents in the online survey and observed by 93.7% in the capture-on-screen. Recorded ads did not comply with the International Code of Marketing of Breast-milk Substitutes. Parents who self-reported seeing a higher versus lower number of ads were less likely to exclusive breast feed (OR=0.38; 95% CI: 0.19 to 0.78), and more likely to give mixed feeding (OR=2.59; 95% CI: 1.28 to 5.21), formula (OR=1.84; 95% CI: 1.34 to 2.53), processed foods (OR=2.31; 95% CI: 1.59 to 3.32) and sugary drinks (OR=1.66; 95% CI: 1.09 to 2.54). Higher exposure to ads was associated with a higher chance of purchasing products motivated by nutritional (OR=2.1; 95% CI: 1.32 to 3.28) and organic claims (OR=2.1; 95% CI: 1.21 to 3.72).ConclusionsDigital marketing of formula and baby food may negatively influence IYCF and should be regulated to ensure children’s nutrition and health.
Este es un artículo de acceso abierto distribuido bajo los términos de la licencia Creative Commons CC BY NC. Se permite que otros distribuyan, remejen, adapten y creen a partir de su trabajo, con fines no comerciales, siempre que le atribuyan el debido crédito por la creación original. ARTIGO ORIGINAL Experiencias y creencias de madres sobre la lactancia materna exclusiva en una región de México Experiences and beliefs of mothers about exclusive breastfeeding in a region of Mexico Experiências e crenças das mães sobre o aleitamento materno exclusivo em uma região do MéxicoCómo citar este artículo: Mota-Castillo PJ, Hernández-Ibarra LE, Pelcastre-Villafuerte BE, RangelFlores YY. Experiencias y creencias de madres sobre la lactancia materna exclusiva en una región de México. J. nurs. health. 2019;9(1):e199103 RESUMEN Objetivo: explorar las experiencias y creencias sobre la lactancia materna exclusiva de madres que acuden a consulta nutricional a un hospital público. Método: se llevó a cabo un estudio cualitativo en la ciudad de Soledad de Graciano Sánchez, México. Participaron 31 madres lactantes en cuatro grupos focales. Se realizó análisis de contenido convencional. Resultados: las participantes reconocen la lactancia materna como la alimentación ideal para sus hijos, no obstante, señalan carencias de información en materia de lactancia y abogan por una orientación más completa y veraz. Diversas circunstancias comprometen el amamantamiento y hacen la lactancia poco placentera en términos de sensación física. Las mujeres resaltan el papel de la madre y abuela como principal fuente de apoyo e información a diferencia del personal de salud. Consideraciones finales: la educación en lactancia humana debe fortalecerse. El personal sanitario debe incrementar su papel y presencia para promover la lactancia materna exclusiva. Descriptores: Lactancia materna; Investigación cualitativa; Salud materna. RESUMO Objetivo: explorar as experiências e crenças sobre a amamentação exclusiva de mães que chegam a um hospital público para consulta nutricional. Método: um estudo qualitativo foi realizado na cidade de Soledad de Graciano Sánchez, no México. 31 mães lactantes participaram de quatro grupos focais. A análise do conteúdo convencional foi realizada. Resultados: os participantes reconhecem a amamentação como a dieta ideal para seus filhos, no entanto, apontam a falta de informação sobre a amamentação e defendem uma orientação mais completa e verdadeira. Diversas circunstâncias comprometem a amamentação e tornam a amamentação desagradável em termos de sensação física.
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.
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