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Illegal commercial promotion of products competing with breastfeeding

OBJECTIVE: To assess if the commercialization of infant formulas, baby bottles, bottle nipples, pacifiers and nipple protectors is performed in compliance with the Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância e de Produtos de Puericultura Correlatos...

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Detalles Bibliográficos
Autores principales: da Silva, Karine Borges, de Oliveira, Maria Inês Couto, Boccolini, Cristiano Siqueira, Sally, Enilce de Oliveira Fonseca
Formato: Online Artículo Texto
Lenguaje:English
Publicado: Faculdade de Saúde Pública da Universidade de São Paulo 2020
Materias:
Acceso en línea:https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6986861/
https://www.ncbi.nlm.nih.gov/pubmed/32022139
http://dx.doi.org/10.11606/s1518-8787.2020054000854
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author da Silva, Karine Borges
de Oliveira, Maria Inês Couto
Boccolini, Cristiano Siqueira
Sally, Enilce de Oliveira Fonseca
author_facet da Silva, Karine Borges
de Oliveira, Maria Inês Couto
Boccolini, Cristiano Siqueira
Sally, Enilce de Oliveira Fonseca
author_sort da Silva, Karine Borges
collection PubMed
description OBJECTIVE: To assess if the commercialization of infant formulas, baby bottles, bottle nipples, pacifiers and nipple protectors is performed in compliance with the Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância e de Produtos de Puericultura Correlatos (NBCAL – Brazilian Code of Marketing of Infant and Toddlers Food and Childcare-related products). The commercial promotion of these products is prohibited by the Law 11,265. METHOD: Cross-sectional study conducted in 2017 through a census of all pharmacies, supermarkets and department stores that sold products covered by NBCAL in the South Zone of Rio de Janeiro. Health professionals trained at NBCAL used structured electronic form for direct observation of establishments and for interviews with their managers. We created indicators to evaluate commercial practices and performed descriptive analyses. RESULTS: A total of 352 commercial establishments were evaluated: 240 pharmacies, 88 supermarkets and 24 department stores, of which 88% sold products whose promotion is prohibited by NBCAL. Illegal commercial promotions were found in 20.3% of the establishments that sold the products we investigated: 52 pharmacies (21.9%), four supermarkets (7.5%) and seven department stores (33.3%). The most frequent commercial promotion strategies were discounts (13.2%) and special exposures (9.3%). The products with the highest prevalence of infractions of NBCAL were infant formulas (16.0%). We interviewed 309 managers of commercial establishments; 50.8% reported unfamiliarity with the law. More than three-quarters of the managers reported having been visited at the establishments by commercial representatives of companies that produce infant formulas. CONCLUSION: More than a fifth of commercial establishments promoted infant formulas, baby bottles and nipples, although this practice has been banned in Brazil for thirty years. We think it is necessary to train those managers. Government agencies must monitor commercial establishments in order to inhibit strategies of persuasion and induction to sales of these products, ensuring mothers’ autonomy in the decision on the feeding of their children.
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spelling pubmed-69868612020-02-07 Illegal commercial promotion of products competing with breastfeeding da Silva, Karine Borges de Oliveira, Maria Inês Couto Boccolini, Cristiano Siqueira Sally, Enilce de Oliveira Fonseca Rev Saude Publica Original Article OBJECTIVE: To assess if the commercialization of infant formulas, baby bottles, bottle nipples, pacifiers and nipple protectors is performed in compliance with the Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância e de Produtos de Puericultura Correlatos (NBCAL – Brazilian Code of Marketing of Infant and Toddlers Food and Childcare-related products). The commercial promotion of these products is prohibited by the Law 11,265. METHOD: Cross-sectional study conducted in 2017 through a census of all pharmacies, supermarkets and department stores that sold products covered by NBCAL in the South Zone of Rio de Janeiro. Health professionals trained at NBCAL used structured electronic form for direct observation of establishments and for interviews with their managers. We created indicators to evaluate commercial practices and performed descriptive analyses. RESULTS: A total of 352 commercial establishments were evaluated: 240 pharmacies, 88 supermarkets and 24 department stores, of which 88% sold products whose promotion is prohibited by NBCAL. Illegal commercial promotions were found in 20.3% of the establishments that sold the products we investigated: 52 pharmacies (21.9%), four supermarkets (7.5%) and seven department stores (33.3%). The most frequent commercial promotion strategies were discounts (13.2%) and special exposures (9.3%). The products with the highest prevalence of infractions of NBCAL were infant formulas (16.0%). We interviewed 309 managers of commercial establishments; 50.8% reported unfamiliarity with the law. More than three-quarters of the managers reported having been visited at the establishments by commercial representatives of companies that produce infant formulas. CONCLUSION: More than a fifth of commercial establishments promoted infant formulas, baby bottles and nipples, although this practice has been banned in Brazil for thirty years. We think it is necessary to train those managers. Government agencies must monitor commercial establishments in order to inhibit strategies of persuasion and induction to sales of these products, ensuring mothers’ autonomy in the decision on the feeding of their children. Faculdade de Saúde Pública da Universidade de São Paulo 2020-01-23 /pmc/articles/PMC6986861/ /pubmed/32022139 http://dx.doi.org/10.11606/s1518-8787.2020054000854 Text en http://creativecommons.org/licenses/by/4.0/ This is an Open Access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
spellingShingle Original Article
da Silva, Karine Borges
de Oliveira, Maria Inês Couto
Boccolini, Cristiano Siqueira
Sally, Enilce de Oliveira Fonseca
Illegal commercial promotion of products competing with breastfeeding
title Illegal commercial promotion of products competing with breastfeeding
title_full Illegal commercial promotion of products competing with breastfeeding
title_fullStr Illegal commercial promotion of products competing with breastfeeding
title_full_unstemmed Illegal commercial promotion of products competing with breastfeeding
title_short Illegal commercial promotion of products competing with breastfeeding
title_sort illegal commercial promotion of products competing with breastfeeding
topic Original Article
url https://www.ncbi.nlm.nih.gov/pmc/articles/PMC6986861/
https://www.ncbi.nlm.nih.gov/pubmed/32022139
http://dx.doi.org/10.11606/s1518-8787.2020054000854
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