Berry Nina J, Jones Sandra C, Iverson Don
Centre for Health Initiatives, University of Wollongong, NSW, Australia.
Breastfeed Rev. 2011 Mar;19(1):9-18.
Although the advertising of infant and follow-on formula products in Australia is prohibited by the Marketing in Australia of Infant Formulas: Manufacturers and Importers Agreement (1992), toddler milk is advertised without restriction. Recent research suggests that Australian mothers perceive advertisements for toddler milk to also be advertisements for infant formula. Furthermore, they tend to accept the messages they encounter in these advertisements uncritically. This study used established qualitative market research strategies to investigate what mothers, and those who influence mothers, know about formula milk products. This included exploration of commonly used sources of information, how toddler milk advertisements are interpreted and how the claims made in these advertisements are evaluated. Eight interviews were conducted: two individual interviews (involving a General Practitioner and a Community Dietitian) and six discussion groups (two groups of two mothers, two groups of two grandmothers, one group of two child and family health nurses and one group of five Child and Family Health Nurses). The results suggest that mothers seek advice about formula milk products from health professionals, their friends and their own mothers. The responses also suggest that all of these groups understand toddler milk advertisements to be advertising formula milk products and tend to rely on the messages contained in them to inform their decisions or advice about infant feeding products. It may therefore be difficult for mothers to access independent information upon which to base their decisions about infant feeding products. Further research is needed on whether sufficient independent information about infant feeding products is available to health professionals and mothers.
尽管《澳大利亚婴儿配方奶粉营销：制造商和进口商协议》（1992 年）禁止在澳大利亚对婴儿配方奶粉和后续配方奶粉产品进行广告宣传，但学步儿奶粉的广告却不受限制。最近的研究表明，澳大利亚母亲认为学步儿奶粉广告也是婴儿配方奶粉广告。此外，她们往往不加批判地接受在这些广告中看到的信息。本研究采用既定的定性市场研究策略，调查母亲以及影响母亲的人对配方奶粉产品的了解情况。这包括探索常用的信息来源、学步儿奶粉广告是如何被解读的，以及这些广告中的宣称是如何被评估的。共进行了八次访谈：两次个人访谈（分别涉及一名全科医生和一名社区营养师）以及六个讨论小组（两个由两位母亲组成的小组、两个由两位祖母组成的小组、一个由两位儿童及家庭健康护士组成的小组以及一个由五位儿童及家庭健康护士组成的小组）。结果表明，母亲们会向健康专业人士、朋友和自己的母亲寻求关于配方奶粉产品的建议。这些回应还表明，所有这些群体都将学步儿奶粉广告理解为是在宣传配方奶粉产品，并且倾向于依赖其中包含的信息来为她们关于婴儿喂养产品的决策或建议提供依据。因此，母亲们可能难以获取独立信息来作为她们关于婴儿喂养产品决策的依据。关于是否有足够的关于婴儿喂养产品的独立信息提供给健康专业人士和母亲，还需要进一步研究。
