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Physicians, formula companies, and advertising. A historical perspective
American Journal of Diseases of Children (1960)
|March 1, 1991
Summary
New infant formula advertising targets the public, disrupting a long-standing relationship between manufacturers and doctors. This shift may impact breastfeeding rates and increase formula costs.
Area of Science:
- Nutrition Science
- Public Health Policy
Background:
- Historically, infant formula advertising was restricted to the medical profession.
- The American Medical Association's "Seal of Acceptance" (1929-1932) enforced physician-directed marketing.
- The US infant formula market is a significant $1.6 billion industry.
Observation:
- Recent infant formula advertising campaigns now target the general public through various media.
- Major companies like Nestlé and Bristol Myers/Mead Johnson have initiated these public campaigns.
- This marks a significant departure from decades of physician-exclusive marketing.
Findings:
- Public advertising campaigns for infant formula have resumed after a long hiatus.
- These campaigns bypass traditional physician oversight in infant feeding recommendations.
- The trend disrupts the established relationship between the medical community and formula manufacturers.
Implications:
- Potential negative impact on breastfeeding rates due to increased formula promotion.
- Risk of increased infant formula costs for consumers.
- Concerns regarding advertising hyperbole and reduced industry funding for medical research and education.
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