Laura Poy Solano
Newspaper La Jornada
Saturday, November 12, 2022, p. 12
Exposure to digital advertising of infant formulas and foods reduces by up to 62 percent the possibility of exclusively breastfeeding minors newborns and up to two years of age, warns an investigation by the National Institute of Public Health (INSP) that calls an action to safeguard the health and right of children to breastfeeding and to natural, nutritious, sufficient and quality food
.
The document highlights that 93.9 percent of parents said they had seen digital advertising for infant formula and food in the last month, with nutritional health claims that make them believe they are better than breast milk.
Research on the impact of digital marketing of infant formula and commercial foods published in the journal BMJGlobal Health notes that mothers exposed to this advertising were less likely to exclusively breastfeed for the first six months and tended to give their children processed foods and sugary drinks.
The report highlights that the International Code of Marketing of Breastmilk Substitutes (Code) establishes that any informational and educational material must indicate the benefits and superiority of breastfeeding, as well as instructions for the proper use of infant formula, and must not contain images that idealize the use of breast milk substitutes
.
Also, no business should seek direct or indirect contact with pregnant women or parents and caregivers, including through digital channels and social media
the researchers emphasize.
They highlighted that 33 percent of the mothers surveyed exclusively breastfed their children under six months and almost half continued to breastfeed after 12 months. However, among children up to 23 months, 58 percent received formula milk, 43 consumed sugary drinks and 72 ate processed foods the day before the survey.
In total, 94 percent of parents reported seeing digital marketing on at least one site in the past month, and 86 percent in the week. Advertising was viewed primarily through social media, at 77 percent.
The average number of products advertised was 26; the most advertised formulas in digital media were infant formulas (0-6 months) and growing milk. Porridge and yogurt were the most advertised baby foods.
