Digital marketing of formula and baby food negatively influences breast feeding and complementary feeding: a cross-sectional study and video recording of parental exposure in Mexico

Unar‐Munguía, Mishel; Santos-Guzmán, Andrea; Mota-Castillo, Pedro Javier; Ceballos-Rasgado, Marena; Tolentino‐Mayo, Lizbeth; Aguilera, Matthias Sachse; Armijo, Fernanda Cobo; Barquera, Sı́món; Bonvecchio, Anabelle

doi:10.1136/bmjgh-2022-009904

Cited by 10 publications

(9 citation statements)

References 37 publications

(45 reference statements)

Supporting

Mentioning

Contrasting

Order By: Relevance

“…This concurs with results from a study that reported women with mobile phones to have 75% lower odds of EBF which was attributed to the distractive effect of mobile phones on breastfeeding women [53]. In addition, a study found that mothers who viewed more adverts about infant formula in media had lower odds of breastfeeding than their counterparts who viewed less or no adverts, as the latter perceived infant formula as the most convenient option for child feeding [54]. This is supported by the fact that the tendency to exclusively breastfeed mainly depends on the speci city of the content shared on media.…”

Section: Discussionsupporting

confidence: 87%

Determinants of Infant and Young Child Feeding Practices and their association with childhood illnesses among 0-23 months old in Rwanda: A nationwide study

Kawuki

Nuwabaine²,

Amwiine

et al. 2023

Preprint

View full text Add to dashboard Cite

Introduction: Optimal Infant and young child feeding (IYCF) practices such as exclusive breastfeeding and complementary feeding are essential for childhood development, and prevention of nutritional deficiency disorders and infectious diseases. Therefore, this study aimed to assess the association of IYCF practices with common childhood illnesses like diarrhea, cough, and fever, and the determinants of IYCF practices. Methods: Secondary data from the Rwanda Demographic and Health Survey, 2020 of 3,142 participants was used. Multistage stratified sampling was used to select the participants. Multivariable logistic regression was conducted to explore the determinants of Infant and young child feeding practices and their association with common childhood illnesses, using SPSS (version 25). Results: Of the 3,142 women with children below 24 months, 781 and 2,360 had children below 6 months and 6-23 months respectively. Among the 781 children below 6 months, 80.9% (95%CI: 78.2-83.7) were exclusively breastfed, and 7%, 24%, and 14% had suffered from diarrhea, cough, and fever in the last two weeks, respectively. Of the 2,360 children aged 6-23 months, 97.9% (95%CI: 97.3-98.5) were on complementary feeding, and 24%, 35%, and 26% had suffered from diarrhea, cough, and fever, in the last two weeks respectively. Compared to exclusively breastfed children, those not on exclusive breastfeeding had higher odds of suffering from diarrhea (AOR=4.19, 95%CI: 3.01-5.83), cough (AOR=1.63, 95%CI: 1.33-2.00) and fever (AOR=2.00, 95%CI: 1.55-2.58). However, children not on complementary feeding had less odds of suffering from diarrhea (AOR=0.24, 95%CI: 0.17-0.33), cough (AOR=0.61, 95%CI: 0.50-0.74), and fever (AOR=0.50, 95%CI: 0.39-0.64). Women with no health insurance, no media access, residing in the western, and southern regions of Rwanda had higher odds of practicing exclusive breastfeeding compared to their respective counterparts. Older age, primary education, and being in the richest wealth quintile were associated with higher odds of practicing complementary breastfeeding. Conclusion: The study highlighted a significant association between IYCF practices and childhood illnesses. More efforts are needed to improve and promote IYCF practices, as this could also be a vital strategy in the prevention of childhood illnesses. IYCF promotion strategies should focus on the younger, less educated, and poor women residing in urban areas.

show abstract

Section: Discussionsupporting

confidence: 87%

Determinants of Infant and Young Child Feeding Practices and their association with childhood illnesses among 0-23 months old in Rwanda: A nationwide study

Kawuki

Nuwabaine²,

Amwiine

et al. 2023

Preprint

View full text Add to dashboard Cite

show abstract

“…South Africa has already passed this regulation, and the breastmilk substitutes are no longer promoted in some provinces, including Limpopo. Baby foods, which are defined as commercially prepared foods and beverages for infants, are linked to a drop in prolonged breastfeeding and poor IYCF practices [ 65 ].…”

Section: Discussionmentioning

confidence: 99%

Breastfeeding and Complementary Feeding Practices among Caregivers at Seshego Zone 4 Clinic in Limpopo Province, South Africa

et al. 2023

View full text Add to dashboard Cite

Breastfeeding and complementary feeding are key components of infant and young child feeding that ensure healthy growth, survival, and development. Initiating breastfeeding within an hour after delivery, exclusively breastfeeding for six months, and introducing complementary feeding at six months while continuing breastfeeding up to 24 months or beyond, helps in the prevention of malnutrition, which is a public health problem. The aim of this study was to determine breastfeeding and complementary feeding practices among caregivers of children under 24 months in Seshego, Limpopo Province. A quantitative and cross-sectional design was applied to collect data from 86 caregivers using convenience sampling. A structured questionnaire was utilised to gather data and analysed through statistical software, using descriptive and inferential statistics. Chi-square tests were used to determine associations at a 95% confidence interval where a p-value of <0.05 was considered statistically significant. The findings show that 55% of participants had good breastfeeding and complementary feeding practices. Moreover, 94.2% of participants breastfeed within an hour after delivery at a healthcare facility. Only 43.6% of children were exclusively breastfed. Most participants (52.3%) gave children food before six months and 45.1% introduced complementary feeding at the appropriate age. Also, 69.7% of children across all age groups were not given infant formula. No statistical association was observed between feeding practices and sociodemographic. Breastfeeding was initiated within an hour after delivery at the healthcare facilities, however, post discharge exclusive breastfeeding maintenance remains a challenge. Few infants were introduced to complementary feeding at the appropriate age. A post discharge intervention to practice exclusive breastfeeding, continued breastfeeding, and introduction of appropriate complementary feeding is recommended.

show abstract

“…Parents of children under 2 years of age were invited to participate after answering an online survey about their children’s eating habits and digital marketing of commercial milk formula and baby foods, explained elsewhere [ 24 ]. Other key actors were identified based on their influence on breastfeeding and infant feeding issues, their professional or academic networks, in addition to their presence in social media.…”

Section: Methodsmentioning

confidence: 99%

“…Recently, we documented that 93.9% of Mexican parents of young children and with access to internet are exposed to digital marketing of commercial milk formula and baby foods, and those more frequently exposed were 62% less likely to exclusively breastfeed within the first 6 months and more likely to give their children processed foods and sugary drinks [ 24 ]. The WHO recommends ending the inappropriate promotion of products that contain added sugars, salt, trans fats, additives, or ingredients not suitable for infants and young children [ 25 ], including follow-up and growing-up milks which are in the Code’s scope [ 26 ].…”

Section: Introductionmentioning

confidence: 99%

Digital marketing of commercial breastmilk substitutes and baby foods: strategies, and recommendations for its regulation in Mexico

et al. 2023

Self Cite

View full text Add to dashboard Cite

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.

show abstract

Digital marketing of formula and baby food negatively influences breast feeding and complementary feeding: a cross-sectional study and video recording of parental exposure in Mexico

Cited by 10 publications

References 37 publications

Determinants of Infant and Young Child Feeding Practices and their association with childhood illnesses among 0-23 months old in Rwanda: A nationwide study

Determinants of Infant and Young Child Feeding Practices and their association with childhood illnesses among 0-23 months old in Rwanda: A nationwide study

Breastfeeding and Complementary Feeding Practices among Caregivers at Seshego Zone 4 Clinic in Limpopo Province, South Africa

Digital marketing of commercial breastmilk substitutes and baby foods: strategies, and recommendations for its regulation in Mexico

Contact Info

Product

Resources

About