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Exposure to marketing of breastmilk substitutes in Mexican women: Sources and scope
BACKGROUND: Aggressive and unregulated marketing of breastmilk substitutes (BMS) results in increased child morbidity and mortality. Unregulated BMS marketing is a major public health concern because it encourages formula consumption at the expense of breastfeeding. This study aimed to identify the...
Autores principales: | , , , , , |
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Formato: | Online Artículo Texto |
Lenguaje: | English |
Publicado: |
BioMed Central
2022
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Materias: | |
Acceso en línea: | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8889386/ https://www.ncbi.nlm.nih.gov/pubmed/35236370 http://dx.doi.org/10.1186/s13006-022-00455-y |
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author | Hernández-Cordero, Sonia Vilar-Compte, Mireya Castañeda-Márquez, Ana Cristina Rollins, Nigel Kingston, Gillian Pérez-Escamilla, Rafael |
author_facet | Hernández-Cordero, Sonia Vilar-Compte, Mireya Castañeda-Márquez, Ana Cristina Rollins, Nigel Kingston, Gillian Pérez-Escamilla, Rafael |
author_sort | Hernández-Cordero, Sonia |
collection | PubMed |
description | BACKGROUND: Aggressive and unregulated marketing of breastmilk substitutes (BMS) results in increased child morbidity and mortality. Unregulated BMS marketing is a major public health concern because it encourages formula consumption at the expense of breastfeeding. This study aimed to identify the sources and characterize the nature of exposure to marketing of BMS among Mexican mothers of children under 18 months of age. As a secondary objective we explored potential association between exposure to BMS marketing and infant feeding practices. METHODS: Cross-sectional study, comprising a pre-piloted survey, was conducted between February 2020 to February 2021 with Mexican mothers of children under 18 months of age (n = 754), in two major cities in Mexico. Mothers were selected according to their current infant feeding practices (Breastfeeding only vs. Mixed feeding). We characterized the different BMS marketing sources and scope, and related them with infant feeding practices. In addition, we used logistic regression models to estimate the odds ratio for infant feeding practices by BMS marketing exposure or recommendation. RESULTS: Mothers reported different sources of exposure to BMS promotion, including BMS advertisements in diverse media channels (41.6%), recommendation by a healthcare professional and/or relative (76.2%), and receiving a BMS sample at a hospital (18.6%). By contrast, only 36.5% recalled hearing or seeing breastfeeding information the previous year. The odds of mixed feeding were substantially higher, compared to breastfeeding, when mothers were recommended to use a BMS by doctors/pediatricians (OR: 3.96, 95% CI: 2.00, 7.83). Having seen or heard breastfeeding information in the previous year was associated with a lower risk of mixed feeding compared to breastfeeding only (OR: 0.59, 95% CI: 0.35, 0.99). CONCLUSIONS: Mexican mothers of young children in the metropolitan areas studied were highly exposed to BMS marketing and through different mass media channels and inter-personal sources. Health care professionals, particularly doctors/pediatricians, are a source of BMS promotion that are likely to have a strong influence on maternal decisions about infant feeding practices. There is an urgent need to protect mothers and their families against unregulated BMS promotion through mass media channels and directly by influential individuals, including health care providers. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1186/s13006-022-00455-y. |
format | Online Article Text |
id | pubmed-8889386 |
institution | National Center for Biotechnology Information |
language | English |
publishDate | 2022 |
publisher | BioMed Central |
record_format | MEDLINE/PubMed |
spelling | pubmed-88893862022-03-02 Exposure to marketing of breastmilk substitutes in Mexican women: Sources and scope Hernández-Cordero, Sonia Vilar-Compte, Mireya Castañeda-Márquez, Ana Cristina Rollins, Nigel Kingston, Gillian Pérez-Escamilla, Rafael Int Breastfeed J Research BACKGROUND: Aggressive and unregulated marketing of breastmilk substitutes (BMS) results in increased child morbidity and mortality. Unregulated BMS marketing is a major public health concern because it encourages formula consumption at the expense of breastfeeding. This study aimed to identify the sources and characterize the nature of exposure to marketing of BMS among Mexican mothers of children under 18 months of age. As a secondary objective we explored potential association between exposure to BMS marketing and infant feeding practices. METHODS: Cross-sectional study, comprising a pre-piloted survey, was conducted between February 2020 to February 2021 with Mexican mothers of children under 18 months of age (n = 754), in two major cities in Mexico. Mothers were selected according to their current infant feeding practices (Breastfeeding only vs. Mixed feeding). We characterized the different BMS marketing sources and scope, and related them with infant feeding practices. In addition, we used logistic regression models to estimate the odds ratio for infant feeding practices by BMS marketing exposure or recommendation. RESULTS: Mothers reported different sources of exposure to BMS promotion, including BMS advertisements in diverse media channels (41.6%), recommendation by a healthcare professional and/or relative (76.2%), and receiving a BMS sample at a hospital (18.6%). By contrast, only 36.5% recalled hearing or seeing breastfeeding information the previous year. The odds of mixed feeding were substantially higher, compared to breastfeeding, when mothers were recommended to use a BMS by doctors/pediatricians (OR: 3.96, 95% CI: 2.00, 7.83). Having seen or heard breastfeeding information in the previous year was associated with a lower risk of mixed feeding compared to breastfeeding only (OR: 0.59, 95% CI: 0.35, 0.99). CONCLUSIONS: Mexican mothers of young children in the metropolitan areas studied were highly exposed to BMS marketing and through different mass media channels and inter-personal sources. Health care professionals, particularly doctors/pediatricians, are a source of BMS promotion that are likely to have a strong influence on maternal decisions about infant feeding practices. There is an urgent need to protect mothers and their families against unregulated BMS promotion through mass media channels and directly by influential individuals, including health care providers. SUPPLEMENTARY INFORMATION: The online version contains supplementary material available at 10.1186/s13006-022-00455-y. BioMed Central 2022-03-02 /pmc/articles/PMC8889386/ /pubmed/35236370 http://dx.doi.org/10.1186/s13006-022-00455-y Text en © The Author(s) 2022 https://creativecommons.org/licenses/by/4.0/Open AccessThis article is licensed under a Creative Commons Attribution 4.0 International License, which permits use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons licence, and indicate if changes were made. The images or other third party material in this article are included in the article's Creative Commons licence, unless indicated otherwise in a credit line to the material. If material is not included in the article's Creative Commons licence and your intended use is not permitted by statutory regulation or exceeds the permitted use, you will need to obtain permission directly from the copyright holder. To view a copy of this licence, visit http://creativecommons.org/licenses/by/4.0/ (https://creativecommons.org/licenses/by/4.0/) . The Creative Commons Public Domain Dedication waiver (http://creativecommons.org/publicdomain/zero/1.0/ (https://creativecommons.org/publicdomain/zero/1.0/) ) applies to the data made available in this article, unless otherwise stated in a credit line to the data. |
spellingShingle | Research Hernández-Cordero, Sonia Vilar-Compte, Mireya Castañeda-Márquez, Ana Cristina Rollins, Nigel Kingston, Gillian Pérez-Escamilla, Rafael Exposure to marketing of breastmilk substitutes in Mexican women: Sources and scope |
title | Exposure to marketing of breastmilk substitutes in Mexican women: Sources and scope |
title_full | Exposure to marketing of breastmilk substitutes in Mexican women: Sources and scope |
title_fullStr | Exposure to marketing of breastmilk substitutes in Mexican women: Sources and scope |
title_full_unstemmed | Exposure to marketing of breastmilk substitutes in Mexican women: Sources and scope |
title_short | Exposure to marketing of breastmilk substitutes in Mexican women: Sources and scope |
title_sort | exposure to marketing of breastmilk substitutes in mexican women: sources and scope |
topic | Research |
url | https://www.ncbi.nlm.nih.gov/pmc/articles/PMC8889386/ https://www.ncbi.nlm.nih.gov/pubmed/35236370 http://dx.doi.org/10.1186/s13006-022-00455-y |
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