Promotion of Human Milk Substitutes in the Opinion of Mothers of Young Children

Abstract

Background. The International Code of Marketing of Breast-milk Substitutes was established to reduce the detrimental effect of promotional activities of companies producing BMS on attitudes towards breastfeeding. Objective. The study was carried out to assess maternal opinions on promotional activities related to BMS in medical facilities, participation of medical staff in advising mothers to feed children with BMS, and other promotional activities related to those products. Design. This study was part of the Netcode survey. Data was collected via structured interviews and the results were analyzed with the use of descriptive statistics and Chi-Square Post-Hoc analysis using the program SPPS. Settings. Poland. Participants. Women caring for children age 0-36 months (N =380). Results. More than one third of the interviewed women (35%) declared that they were informed to give milk products other than human milk to children below 6 months of age (n=132). Among people recommending these types of products, women mostly indicated health care professionals. In health centers mothers were mainly exposed to brochures and have received free samples of BMS. Conclusions. The investigation has shown a substantial exposition of women to marketing of BMS, with significant involvement of medical professionals. Promoting BMS to mothers who can feed naturally, without providing them enough support to continue natural feeding is unethical. Measures should be implemented to better adhere to the Code.