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Published on: March 23, 2018
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Breast-milk substitute marketing practices in four countries: an analysis using a community-based approach
Ellie Mulpeter1, Anna Blair2, Jeni Stevens3
1Infant Feeding Action Coalition, South Dennis, MA, USA. info@infactusa.org.
Summary
Violations of the World Health Organization's Code of Marketing of Breast-milk Substitutes (BMS) are widespread in the U.S., Canada, Australia, and U.K. Legislation and enforcement are crucial to protect breastfeeding from misleading marketing. Keywords: BMS marketing violations, breastfeeding protection, WHO Code.
Area of Science:
- Public Health
- Nutrition Science
- Health Policy
Background:
- Investigated violations of the World Health Organization's Code of Marketing of Breast-milk Substitutes (BMS) and subsequent Resolutions.
- Focused on four industrialized nations (U.S., Canada, Australia, U.K.) with inadequate policy enforcement.
- Aimed to inform national strategies on BMS marketing practices.
Purpose of the Study:
- To quantitatively assess the prevalence and scope of BMS marketing violations.
- To gather photographic evidence of Code breaches using a scavenger hunt application.
- To provide data for strategic planning and policy development.
Main Methods:
- Recruited 738 adult participants from the U.S., Australia, Canada, and U.K. via social media and professional networks.
- Utilized a mobile scavenger hunt application for participants to submit photographic evidence of alleged BMS marketing violations.
- Analyzed 138 verified violations using descriptive statistics and Pearson's chi-squared tests.
Main Results:
- Confirmed widespread digital marketing violations of the BMS Code across all four countries.
- Identified false and unsubstantiated marketing claims on BMS products.
- Noted a lack of essential preparation and storage instructions on infant formula labels and marketing in healthcare facilities.
Conclusions:
- Significant breaches of the BMS Code are prevalent, exposing the public to misleading marketing.
- Urgent need for legislative action to enact the Code into national law.
- Advocacy, policy, and enforcement are essential to safeguard breastfeeding from exploitative marketing.
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