Direct-to-consumer messages on business sites promote advantages of formula feeding, position it as exceptional to breastmilk.
An analysis of websites for child formula producers discovers that their images and messages prevent breastfeeding while touting the benefits of formula, regardless of public health efforts to support breastfeeding and notified choice.
The study, led by researchers at the NYU School of Global Public Health and released in the journal Public Health Nutrition, is the first to compare information and portrayals of breastfeeding with infant formula feeding upon manufacturer sites directed at U.S. customers.
” Many aspects influence moms and dads choice to breastfeed or utilize formula, consisting of breastfeeding support and work schedules. We likewise know that marketing and advertising play a critical function,” stated Jennifer Pomeranz, assistant teacher of public health policy and management at NYU School of Global Public Health and the research studys lead author. “It is very important to understand the messages caregivers are receiving straight from formula business, whose sites are targeting pregnant ladies and new parents with marketing claims disguised as feeding advice and assistance.”
Breastfeeding has many well-documented benefits for mothers and infants. Because breast milk is a total source of nutrition for infants and can secure them from infections and specific diseases later in life, U.S. and global health authorities suggest breast milk as the sole source of nutrition during a kids very first six months and encourage continued breastfeeding.
Previous research study reveals that marketing from formula business can influence norms and mindsets around infant feeding and may utilize dubious health claims to promote formula and reduce self-confidence in breast milk. To prevent this, the World Health Organization urges nations to ban the marketing of formula to consumers; while the U.S. still enables it, the Surgeon General advised that baby formula be marketed in a way that does not prevent breastfeeding..
Pomeranz and her colleagues examined the sites of 3 major formula brands that make up 98 percent of the U.S. market, along with 2 natural brands, to compare messages and images about breastfeeding and breast milk with those about infant formula feeding.
The researchers discovered that significant messaging on the five formula producers websites focused on dissuading breastfeeding. The websites actually consisted of more messages about breastfeeding or breast milk than formula, however much of the breastfeeding content (40%) focused on challenges, such as having a low supply of breast milk or problem locking.
Images on the websites likewise highlighted the benefits of formula– consisting of the ease of feeding, with children holding their own bottles– while making breastfeeding look challenging and labor extensive.
” Infant formula makers duplicated communication about breastfeeding issues such as reduced breast milk supply or sore nipples, paired with pictures of women holding their breasts to breastfeed, implies that breastfeeding is hard, uncomfortable work. These repeating messages might eventually prevent breastfeeding,” stated Pomeranz.
” Even if sites frame their recommendations as supplying solutions to the problems determined, it is completely unsuitable for a formula business to disseminate info– not to mention unfavorable information– about breastfeeding to brand-new parents and moms in particular,” added Pomeranz.
The scientists determined other marketing tactics on formula websites, including making use of discounts or discount coupons, contact details for sales agents, and claims of health and nutritional benefits of baby formula over breast milk.
” These marketing practices directed towards U.S. consumers would be lawfully suspect in other countries, a lot of which follow W.H.O. suggestions and forbid direct-to-consumer marketing of infant formula,” included Pomeranz.
The researchers urge the U.S. government to enhance its guideline of marketing messages on formula websites and item labeling. They also suggest that health professionals counsel their clients to stay away from formula sites as sources of details, given that they weaken public health suggestions..
Recommendation: “Breastmilk or infant formula? Material analysis of baby feeding guidance on breastmilk replacement maker websites” by Jennifer L Pomeranz, Xiangying Chu, Oana Groza, Madeline Cohodes and Jennifer L Harris, 14 September 2021, Public Health Nutrition.DOI: 10.1017/ S1368980021003451.
Jennifer Harris of the Rudd Center for Food Policy & & Obesity at the University of Connecticut was the senior author on the research study. In addition to Pomeranz and Harris, study authors consist of Xiangying Chu, Oana Groza, and Madeline Cohodes of NYU School of Global Public Health.
” Many elements affect moms and dads decision to use or breastfeed formula, including breastfeeding support and work schedules. “It is crucial to comprehend the messages caretakers are receiving directly from formula companies, whose websites are targeting pregnant women and brand-new parents with marketing claims disguised as feeding advice and support.”
The researchers discovered that significant messaging on the 5 formula makers websites focused on dissuading breastfeeding. The sites in fact included more messages about breastfeeding or breast milk than formula, however much of the breastfeeding material (40%) focused on difficulties, such as having a low supply of breast milk or difficulty locking. Producers compared formula feeding to breastfeeding, rather than comparing their brand names positively to other brands.