Center for Health and Nutrition Research, National Institute of Public Health, Universidad No. 655 Colonia Santa María Ahuacatitlán, Cerrada Los Pinos y Caminera C.P, 62100, Cuernavaca, Morelos, Mexico.
Centre for Global Development, University of Central Lancashire, Preston, PR1 2HE, UK.
Global Health. 2023 Feb 1;19(1):8. doi: 10.1186/s12992-023-00908-x.
Parents are exposed to breastmilk substitutes and baby foods marketing on the internet and social media, which hinders adequate breastfeeding and complementary feeding. This study identifies digital marketing strategies for breastmilk substitutes, specifically commercial milk formula and baby foods used by the industry to influence infant and young children's feeding practices in Mexico and proposes regulatory recommendations that can be useful for similar countries.
Qualitative study based on the CLICK monitoring framework developed by the World Health Organization, adapted for digital marketing of commercial milk formula and baby foods. Semi-structured interviews (n = 53) with key actors were conducted between November 2020 and March 2021, and used grounded theory for the analysis and interpretation with the MAXQDA 20 software.
Commercial milk formula and baby food companies use digital media to contact and persuade parents to use their products by sending electronic newsletters with advertising. Companies hire influencers to market their products because there is no regulation prohibiting the advertisement of breastmilk substitutes on social media, and promote formula among health professionals inviting them to participate in sponsored webinars on infant nutrition, ignoring conflict of interest and the International Code of Marketing of Breastmilk Substitutes. Parents trust formula and baby food advertisements, which use emotional messages and health and nutrition claims to encourage their consumption. Health professionals consider that claims contribute to the indiscriminate use of formula, and some actors propose the use of plain packaging for these products.
Breastmilk substitutes companies promote their products in digital media using unethical strategies that fail to comply with the International Code of Marketing of Breastmilk Substitutes. They generate strong conflicts of interest with health professionals, taking advantage of legal framework gaps and the lack of monitoring and effective sanctions for non-compliers. Updating the legal framework and monitoring compliance, including digital media, is urgently needed to protect children's right to breastfeeding, healthy nutrition and life, and the rights of women to health and informed decision-making.
父母在互联网和社交媒体上接触到母乳代用品和婴儿食品营销，这阻碍了充分的母乳喂养和补充喂养。本研究确定了母乳代用品的数字营销策略，特别是行业使用的商业配方奶和婴儿食品，以影响墨西哥婴幼儿的喂养行为，并提出监管建议，这些建议对类似国家可能有用。
基于世界卫生组织制定的 CLICK 监测框架的定性研究，适用于商业配方奶和婴儿食品的数字营销。2020 年 11 月至 2021 年 3 月期间，对 53 名关键行为者进行了半结构化访谈，并使用扎根理论和 MAXQDA 20 软件进行分析和解释。
商业配方奶和婴儿食品公司使用数字媒体通过发送带有广告的电子通讯来联系和说服父母使用他们的产品。公司聘请影响者来推销他们的产品，因为没有规定禁止在社交媒体上宣传母乳代用品，并且在邀请他们参加关于婴儿营养的赞助网络研讨会时，促进配方奶的使用，忽略了利益冲突和《国际母乳代用品销售守则》。父母信任配方奶和婴儿食品广告，这些广告使用情感信息和健康与营养声明来鼓励他们消费。卫生专业人员认为这些声明有助于不加区别地使用配方奶，一些行为者提议对这些产品使用素包装。
母乳代用品公司在数字媒体上使用不道德的策略来推广他们的产品，这些策略未能遵守《国际母乳代用品销售守则》。他们与卫生专业人员产生了强烈的利益冲突，利用法律框架的漏洞以及缺乏对违规者的监测和有效制裁。迫切需要更新法律框架并监测合规情况，包括数字媒体，以保护儿童母乳喂养、健康营养和生命的权利以及妇女的健康和知情决策权利。
