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Media audit reveals inappropriate promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes in South-East Asia
OBJECTIVE: To review regulations and to perform a media audit of promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes (‘the Code’) in South-East Asia. DESIGN: We reviewed national regulations relating to the Code and 800 clips of editorial content,...
Autores principales: | , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
Cambridge University Press
2017
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10261673/ https://www.ncbi.nlm.nih.gov/pubmed/28294089 http://dx.doi.org/10.1017/S1368980016003591 |
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author | Vinje, Kristine Hansen Phan, Linh Thi Hong Nguyen, Tuan Thanh Henjum, Sigrun Ribe, Lovise Omoijuanfo Mathisen, Roger |
author_facet | Vinje, Kristine Hansen Phan, Linh Thi Hong Nguyen, Tuan Thanh Henjum, Sigrun Ribe, Lovise Omoijuanfo Mathisen, Roger |
author_sort | Vinje, Kristine Hansen |
collection | PubMed |
description | OBJECTIVE: To review regulations and to perform a media audit of promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes (‘the Code’) in South-East Asia. DESIGN: We reviewed national regulations relating to the Code and 800 clips of editorial content, 387 advertisements and 217 Facebook posts from January 2015 to January 2016. We explored the ecological association between regulations and market size, and between the number of advertisements and market size and growth of milk formula. SETTING: Cambodia, Indonesia, Myanmar, Thailand and Vietnam. RESULTS: Regulations on the child’s age for inappropriate marketing of products are all below the Code’s updated recommendation of 36 months (i.e. 12 months in Thailand and Indonesia; 24 months in the other three countries) and are voluntary in Thailand. Although the advertisements complied with the national regulations on the age limit, they had content (e.g. stages of milk formula; messages about the benefit; pictures of a child) that confused audiences. Market size and growth of milk formula were positively associated with the number of newborns and the number of advertisements, and were not affected by the current level of implementation of breast-milk substitute laws and regulations. CONCLUSIONS: The present media audit reveals inappropriate promotion and insufficient national regulation of products under the scope of the Code in South-East Asia. Strengthened implementation of regulations aligned with the Code’s updated recommendation should be part of comprehensive strategies to minimize the harmful effects of advertisements of breast-milk substitutes on maternal and child nutrition and health. |
format | Online Article Text |
id | pubmed-10261673 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2017 |
publisher | Cambridge University Press |
record_format | MEDLINE/PubMed |
spelling | pubmed-102616732023-06-15 Media audit reveals inappropriate promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes in South-East Asia Vinje, Kristine Hansen Phan, Linh Thi Hong Nguyen, Tuan Thanh Henjum, Sigrun Ribe, Lovise Omoijuanfo Mathisen, Roger Public Health Nutr Research Papers OBJECTIVE: To review regulations and to perform a media audit of promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes (‘the Code’) in South-East Asia. DESIGN: We reviewed national regulations relating to the Code and 800 clips of editorial content, 387 advertisements and 217 Facebook posts from January 2015 to January 2016. We explored the ecological association between regulations and market size, and between the number of advertisements and market size and growth of milk formula. SETTING: Cambodia, Indonesia, Myanmar, Thailand and Vietnam. RESULTS: Regulations on the child’s age for inappropriate marketing of products are all below the Code’s updated recommendation of 36 months (i.e. 12 months in Thailand and Indonesia; 24 months in the other three countries) and are voluntary in Thailand. Although the advertisements complied with the national regulations on the age limit, they had content (e.g. stages of milk formula; messages about the benefit; pictures of a child) that confused audiences. Market size and growth of milk formula were positively associated with the number of newborns and the number of advertisements, and were not affected by the current level of implementation of breast-milk substitute laws and regulations. CONCLUSIONS: The present media audit reveals inappropriate promotion and insufficient national regulation of products under the scope of the Code in South-East Asia. Strengthened implementation of regulations aligned with the Code’s updated recommendation should be part of comprehensive strategies to minimize the harmful effects of advertisements of breast-milk substitutes on maternal and child nutrition and health. Cambridge University Press 2017-03-15 2017-06 /pmc/articles/PMC10261673/ /pubmed/28294089 http://dx.doi.org/10.1017/S1368980016003591 Text en © The Authors 2017 https://creativecommons.org/licenses/by/4.0/This is an Open Access article, distributed under the terms of the Creative Commons Attribution licence (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted reuse, distribution, and reproduction in any medium, provided the original work is properly cited. |
spellingShingle | Research Papers Vinje, Kristine Hansen Phan, Linh Thi Hong Nguyen, Tuan Thanh Henjum, Sigrun Ribe, Lovise Omoijuanfo Mathisen, Roger Media audit reveals inappropriate promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes in South-East Asia |
title | Media audit reveals inappropriate promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes in South-East Asia |
title_full | Media audit reveals inappropriate promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes in South-East Asia |
title_fullStr | Media audit reveals inappropriate promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes in South-East Asia |
title_full_unstemmed | Media audit reveals inappropriate promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes in South-East Asia |
title_short | Media audit reveals inappropriate promotion of products under the scope of the International Code of Marketing of Breast-milk Substitutes in South-East Asia |
title_sort | media audit reveals inappropriate promotion of products under the scope of the international code of marketing of breast-milk substitutes in south-east asia |
topic | Research Papers |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC10261673/ https://www.ncbi.nlm.nih.gov/pubmed/28294089 http://dx.doi.org/10.1017/S1368980016003591 |
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