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Office prenatal formula advertising and its effect on breast-feeding patterns
C Howard1, F Howard, R Lawrence
1Department of Pediatrics, University of Rochester School of Medicine, New York, USA. cindy.howard@viahealth.org
Obstetrics and Gynecology
|February 16, 2000
Summary
Formula company materials increased early breast-feeding cessation, particularly for mothers with shorter feeding goals. Educational materials should unequivocally support breastfeeding as optimal infant nutrition.
Area of Science:
- Public Health
- Maternal and Child Health
- Nutrition Science
Background:
- Formula company educational materials may influence infant feeding practices.
- The impact of commercial infant feeding information versus non-commercial, breastfeeding promotion materials requires investigation.
Purpose of the Study:
- To compare the effect of formula company-produced materials versus breastfeeding promotion materials on breastfeeding initiation and duration.
Main Methods:
- Randomized controlled trial involving 547 pregnant women.
- Intervention groups received either formula company (commercial) or research-designed (non-commercial) educational packs.
- Breastfeeding outcomes were assessed at delivery and at 2, 6, 12, and 24 weeks postpartum using survival and regression analyses.
Main Results:
- Breastfeeding initiation and duration beyond two weeks were not significantly affected by the type of educational material.
- Women receiving commercial materials were more likely to cease breastfeeding before hospital discharge and within the first two weeks.
- Subgroup analysis revealed shortened exclusive, full, and overall breastfeeding duration among women with uncertain or shorter breastfeeding goals (≤12 weeks) exposed to commercial materials.
Conclusions:
- Exposure to formula promotion materials significantly increased early breastfeeding cessation.
- Commercial materials negatively impacted breastfeeding duration for women with shorter or uncertain feeding goals.
- Prenatal educational materials should unequivocally promote breastfeeding as optimal infant nutrition, and formula promotion products should be removed from these settings.