The regulations relating to foodstuffs for infants and young children (R 991): A formula for the promotion of breastfeeding or censorship of commercial speech?

Mills, Lize

doi:10.4314/pelj.v17i1.06

Cited by 2 publications

(3 citation statements)

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“…This finding resonates with other literature from a study looking at marketing of BMS in South Africa, which made the same conclusions [26]. According to both the Code and R991, the penalties that can be imposed for violating regulations include fining or imprisonment or both to companies found in violation [13]. However, to date there has not been any published information to that effect despite the violations by the manufacturers.…”

Section: Implications Of Violationssupporting

confidence: 86%

“…For example, seeing an influencer using a pacifier to help her baby sleep, and giving testimonials of how this has made her life easier, as in the post by Jessica Nkosi, might encourage her followers to do the same; they might also visit the company website, which also markets infant formula. This arguably contravenes provision 7 of the Regulation 991, stating that no person shall undertake or participate in any promotional practices in respect of BMS [13].…”

Section: Violations Of the Code And R991mentioning

confidence: 97%

“…Drawing from the precepts of the Code, in 2012 South Africa developed its own Regulations Relating to Food Stuffs for Infants and Young Children (R991) to regulate IYCF practices [12]. In terms of R991, there are restrictions placed on the labelling and marketing and promotion of infant follow up formulae, and powdered or liquid milk being represented as suitable for infants and young children [13]. Complementary feeding bottles, feeding cups and teats are also implied by the Code and the local R991 [14].…”

Section: Introductionmentioning

confidence: 99%

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The infant feeding methods promoted by South African Instagram influencers in relation to crying and sleeping, 2018–2020: a retrospective digital ethnography

Pilime

Jewett

2023

Int Breastfeed J

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Background Globally, there has been a decline in breastfeeding rates. This has resulted in increased infant mortality due to infectious diseases and inappropriate feeding practices. The aggressive marketing of breastmilk substitutes (BMS) by manufacturers has contributed, in part, to these declines. With the progressive use of social media, marketing has shifted from traditional methods to the use of influencers, who command a huge following on their social media accounts and influence the daily decisions of their followers. This study investigates the infant feeding methods and associated products promoted by South African influencers in relation to crying and sleeping and their followers’ responses. Methods This was a retrospective study, which used a mixed methods digital ethnographic approach to analyse posts related to infant feeding methods that were made by seven South African Instagram influencers between the period of January 2018 to December 2020. Framing analysis was used to analyse qualitative data and quantitative data were analysed descriptively. Results From the 62 posts that were analysed, 27 were sponsored advertisements (some violating local regulations) and 35 posts promoted breastfeeding. The 18,333 follower comments and 918,299 likes in response to the posts were also analysed. We found that influencers presented BMS products as a solution for a child who cries a lot and has trouble sleeping. BMS were framed as helpful for children who are seemingly always hungry and dissatisfied with breastmilk alone. The study also found that some influencers promoted breastfeeding on their Instagram pages. Unlike BMS posts, breastfeeding posts were not sponsored. With a few exceptions, followers tended to support and reinforce the framing of influencers. Conclusion Stiffer regulations should be enforced against companies using influencers to promote infant formula and other BMS products, with proactive monitoring of social media. Professionals giving advice contrary to the guidelines from the WHO should be reported according to Regulation 991 and made accountable. Proactive engagement with Instagram influencers to promote breastfeeding should be considered.

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Section: Implications Of Violationssupporting

confidence: 86%

Section: Violations Of the Code And R991mentioning

confidence: 97%

Section: Introductionmentioning

confidence: 99%

See 1 more Smart Citation

The infant feeding methods promoted by South African Instagram influencers in relation to crying and sleeping, 2018–2020: a retrospective digital ethnography

Pilime

Jewett

2023

Int Breastfeed J

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The infant feeding methods promoted by South African Instagram influencers in relation to crying and sleeping, 2018-2020: A retrospective digital ethnography

Pilime

Jewett

2022

Preprint

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Background Globally, there has been a decline in breastfeeding rates. This has resulted in increased infant mortality due to infectious diseases and inappropriate feeding practices. Part of the decline in breastfeeding rates is attributed to the aggressive marketing of breastmilk substitutes (BMS) by manufacturers, despite regulations prohibiting this. With the progressive use of social media, marketing has shifted from traditional methods to the use of influencers, who command a huge following on their social media accounts and influence the daily decisions of their followers. This study investigates the infant feeding methods promoted by South African influencers in relation to crying and sleeping and their followers’ responses. Methods This was a retrospective study, which used a mixed methods digital ethnographic approach to analyse posts related to infant feeding methods that were made by seven South African Instagram influencers between the period of January 2018 to December 2020. Framing analysis was used to analyse qualitative data and quantitative data were analysed descriptively. Results From the 62 posts that were analysed, 27 were sponsored advertisements (some violating local regulations) and 35 posts promoted breastfeeding. The 18 333 follower comments and 918 299 likes in response to the posts were also analysed. We found that influencers presented BMS products as a solution for a child who cries a lot and has trouble sleeping. BMS were framed as helpful for children who are seemingly always hungry and dissatisfied with breastmilk alone. The study also found that some influencers promoted breastfeeding on their Instagram pages. Unlike BMS posts, breastfeeding posts were not sponsored. With a few exceptions, followers tended to support and reinforce the framing of influencers. Conclusion Stiffer regulations should be enforced against companies using influencers to promote their BMS products, with proactive monitoring of social media. Professionals giving advice contrary to the guidelines from the WHO should be reported according to Regulation 991 and made accountable. Proactive engagement with Instagram influencers to promote breastfeeding should be considered.

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The regulations relating to foodstuffs for infants and young children (R 991): A formula for the promotion of breastfeeding or censorship of commercial speech?

Abstract: See, however, also fn 35 above. 40 These regulations will now come into operation on 6 December 2014. 41 Reg 2(2)(a). 42 Reg 2(3). In its Draft Guidance for Industry, (fn 36) the Department of Health describes a 63

Cited by 2 publications

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The infant feeding methods promoted by South African Instagram influencers in relation to crying and sleeping, 2018–2020: a retrospective digital ethnography

The infant feeding methods promoted by South African Instagram influencers in relation to crying and sleeping, 2018–2020: a retrospective digital ethnography

The infant feeding methods promoted by South African Instagram influencers in relation to crying and sleeping, 2018-2020: A retrospective digital ethnography

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