Violations in the marketing of milks and complementary foods that compete with breastfeeding in Rio de Janeiro City, Brazil

Bertoldo, Lucilene Antônio Afonso; Oliveira, Maria Inês Couto de; Boccolini, Cristiano Siqueira

doi:10.1590/1984-0462/2023/41/2021228

Rev. paul. pediatr.

2023

DOI: 10.1590/1984-0462/2023/41/2021228

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Violations in the marketing of milks and complementary foods that compete with breastfeeding in Rio de Janeiro City, Brazil

Lucilene Antônio Afonso Bertoldo

Maria Inês Couto de Oliveira

Cristiano Siqueira Boccolini

Abstract: Objective: To analyze if milk and complementary foods are being sold under the Brazilian Code of Marketing of Infant and Toddler's Food, Teats, Pacifiers and Baby Bottles (NBCAL), Law 11265/2006 of breastfeeding protection. Methods: Epidemiological survey that analyzed the marketing practices of pharmacies, supermarkets, and department stores in the Southern region of the city of Rio de Janeiro, Brazil, by direct observation. Results: Among the 349 stores in Rio de Janeiro's South Region, 339 traded milk and… Show more

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2024

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Assessing Compliance: Violations of WHO Code in Breast Milk Substitute Marketing, Ecuador

Tello,

Katherine,

Angélica

et al. 2024

Maternal & Child Nutrition

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Breast milk substitute (BMS) marketing significantly influences global infant feeding practices. Ecuador, like many countries, seeks to regulate these promotions under the WHO's International Code of Marketing of Breast‐Milk Substitutes. This cross‐sectional analysis assessed BMS marketing compliance with WHO's Code in Ecuador. Surveys were conducted with mothers (n = 330) and healthcare professionals (n = 66), complemented by observations at health facilities (n = 33) and retail outlets (n = 44). Media monitoring and product labelling evaluations were also conducted. The study revealed widespread exposure to BMS marketing outside health facilities (91.21% of mothers). Promotional activities targeted healthcare professionals, with significant interactions involving free supplies (26.09%) and gifts (21.74%). Retail outlets prominently displayed BMS promotions, often featuring discounts (95%). Compliance with labelling criteria was notably low, particularly concerning nutrition and health claims (39%). TV emerged as the dominant platform for BMS advertising, with 2884 ads aired over 16 h and 24 min, totalling $1,876,915.50 in expenditures. Digital platforms also featured BMS ads, with significant engagement on social media (533,845 interactions). This study reveals widespread violations of the WHO Code in Ecuador, emphasizing the need for stronger regulations and targeted education for healthcare professionals and the public to protect infant health and promote breastfeeding. Despite existing regulations, the pervasive advertising and substantial investment in BMS marketing across various media underscore significant enforcement gaps. To effectively safeguard maternal and child health, Ecuador must fully incorporate and rigorously enforce all Code recommendations within its national legislation.

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Assessing Compliance: Violations of WHO Code in Breast Milk Substitute Marketing, Ecuador

Tello,

Katherine,

Angélica

et al. 2024

Maternal & Child Nutrition

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Breastfeeding, first-food systems and corporate power: a case study on the market and political practices of the transnational baby food industry in Brazil

Robles,

Mialon,

Mais

et al. 2024

Global Health

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Background The exploitative marketing of commercial milk formula (CMF) reduces breastfeeding, and harms child and maternal health globally. Yet forty years after the International Code of Marketing of Breast-Milk Substitutes (The Code) was adopted by WHO member states, many countries are still to fully implement its provisions into national law. Furthermore, despite The Code, worldwide CMF markets have markedly expanded. In this paper, we adopt Brazil as a case study to understand the power of the baby food industry’s marketing and corporate political activity, and how this influences the country’s ‘first-food system’ in ways that promote and sustain CMF consumption. Methods We used a case study design, drawing data from from documents and key informant interviews (N = 10). Results Breastfeeding rates plummeted in Brazil to a historic low in the 1970s. A resurgence in breastfeeding from the mid-1980s onwards reflected strengthening political commitment for a national policy framework and breastfeeding protection law, resulting in-turn, from collective actions by breastfeeding coalitions, advocates, and mothers. Yet more recently, improvements in breastfeeding have plateaued in Brazil, while the industry grew CMF sales in Brazil by 750% between 2006 and 20. As regulations tightened, the industry has more aggressively promoted CMF for older infants and young children, as well as specialised formulas. The baby food industry is empowered through association with powerful industry groups, and employs lobbyists with good access to policymakers. The industry has captured the pediatric profession in Brazil through its long-standing association with the Brazilian Society of Pediatrics. Conclusion Brazil illustrates how the baby food industry uses marketing and political activity to promote and sustain CMF markets, to the detriment of breastfeeding. Our results demonstrate that this industry requires much greater scrutiny by regulators.

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Outcomes of implementing the International Code of Marketing of Breast-milk Substitutes as national laws: a systematic review

Topothai,

Cetthakrikul,

Howard

et al. 2024

Int Breastfeed J

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Violations in the marketing of milks and complementary foods that compete with breastfeeding in Rio de Janeiro City, Brazil

Cited by 3 publications

References 16 publications

Assessing Compliance: Violations of WHO Code in Breast Milk Substitute Marketing, Ecuador

Assessing Compliance: Violations of WHO Code in Breast Milk Substitute Marketing, Ecuador

Breastfeeding, first-food systems and corporate power: a case study on the market and political practices of the transnational baby food industry in Brazil

Outcomes of implementing the International Code of Marketing of Breast-milk Substitutes as national laws: a systematic review

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