Ricerca
Cos’è quel 2?
What is that 2? Advertisements of follow-up formula and their perception by pregnant women and mmothers in Italy
Adriano Cattaneo1, Paola Pani2, Claudia Carletti2, Margherita Guidetti3, Valentina Mutti4, Cecilia Guidetti5, Alessandra Knowles6 e il Gruppo di Ricerca sulle formule di proseguimento
1Epidemiologo, 2Nutrizionista, SSDPT Epidemiologia Clinica e Ricerca sui Servizi sanitari, IRCCS Materno-Infantile “Burlo Garofolo”, Trieste
3Psicologa Sociale, Università di Modena e Reggio Emilia
4Sociologa, Università di Milano Bicocca
5Sociologa, Istituto di Ricerca Sociale, Milano
6Biologa, SSDPT Epidemiologia Clinica e Ricerca sui Servizi sanitari, IRCCS Materno-Infantile “Burlo Garofolo”, Trieste
Marzo 2016 - pagg. 177 -182
Abstract
Background - In most European countries advertisements of infant formula are forbidden,
while those of follow-on formula are allowed. Recent researches carried out in Australia
and Great Britain have suggested that advertisement of toddler formula is used by the
producing industry as a line extension to promote infant and follow-on formulas.
Objectives - The objective of the study is to assess how advertisements of follow-on formulas are perceived by pregnant women and mothers in Italy.
Materials and Methods - The study was carried out in 8 cities of the North, Centre and South of Italy and had two components: 1) a quantitative analysis of 562 self-administered questionnaires for mothers of children under 3 years of age, to explore their exposure to and perception of formula advertisements; 2) a qualitative analysis of 80 in-depth semi-structured interviews to 80 pregnant women, in their 32-36 weeks of gestation with no other children, on their understanding and perception of two advertisements for follow- on formulas.
Results - Asked in the self-administered questionnaires whether they had ever come across advertisements of infant formulas, 81% of mothers reported that they had, despite the fact that such advertisements are prohibited by law. The qualitative interviews to pregnant women showed their inability to identify the advertised products at first glance due to the ambiguity of the numeral 2 and the presumed age of the portrayed babies; this confusion did not disappear after careful observation of the advertisements and reading of the text.
Conclusions - Advertisements of follow-on formulas are perceived by many pregnant women and mothers as promoting infant formulas.
Objectives - The objective of the study is to assess how advertisements of follow-on formulas are perceived by pregnant women and mothers in Italy.
Materials and Methods - The study was carried out in 8 cities of the North, Centre and South of Italy and had two components: 1) a quantitative analysis of 562 self-administered questionnaires for mothers of children under 3 years of age, to explore their exposure to and perception of formula advertisements; 2) a qualitative analysis of 80 in-depth semi-structured interviews to 80 pregnant women, in their 32-36 weeks of gestation with no other children, on their understanding and perception of two advertisements for follow- on formulas.
Results - Asked in the self-administered questionnaires whether they had ever come across advertisements of infant formulas, 81% of mothers reported that they had, despite the fact that such advertisements are prohibited by law. The qualitative interviews to pregnant women showed their inability to identify the advertised products at first glance due to the ambiguity of the numeral 2 and the presumed age of the portrayed babies; this confusion did not disappear after careful observation of the advertisements and reading of the text.
Conclusions - Advertisements of follow-on formulas are perceived by many pregnant women and mothers as promoting infant formulas.
Classificazione MeSH
Contenuto riservato
Per leggere l'articolo completo è necessario effettuare il login.
Non sei ancora registrato? Registrati
Bibliografia
1. American Academy of Pediatrics Section on
Breastfeeding. Breastfeeding and the use of
human milk. Pediatrics 2012;129:827-41.
2. Ministero della salute. Linee di indirizzo nazionali
sulla protezione, la promozione ed il sostegno
dell’allattamento al seno. Gazzetta ufficiale
n. 32 del 7 febbraio 2008, Roma, 2008.
3. Società Italiana di Neonatologia. Raccomandazioni
sull’allattamento materno per i nati
a termine, di peso appropriato, sani. Medico
e Bambino 2002;21:91-8.
4. WHO. Global Strategy for Infant and Young
Child Feeding. WHO, Genova, 2002.
5. Carletti C, Pani P, Knowles A, et al. Breastfeeding
to 24 months of age in the northeast of
Italy: a cohort study. Breastfeed Med 2011;6:
177-82.
6. Cattaneo A, Burmaz T, Arendt M, et al. Protection,
promotion and support of breast-feeding
in Europe: progress from 2002 to 2007.
Public Health Nutr 2009;13:751-9.
7. Ibanez G, Martin N, Denantes M, et al. Prevalence
of breastfeeding in industrialized
countries. Rev Epidemiol Sante Publique
2012;60:305-20.
8. Cai X, Wardlaw T, Brown DW. Global trends
in exclusive breastfeeding. Int Breastfeed J
2012;7:12.
9. Giovannini M, Riva E, Banderali G, et al. Exclusive
versus predominant breastfeeding in
Italian maternity wards and feeding practices
through the first year of life. J Hum Lact 2005;
21:259-65.
10. Adair LS, Popkin BM, Guilkey DK. The duration
of breast-feeding: how is it affected by
biological, sociodemographic, health sector,
and food industry factors? Demography 1993;
30:63-80.
11. Donnelly A, Snowden HM, Renfrew MJ, et
al. Commercial hospital discharge packs for
breastfeeding women. Cochrane Database Syst
Rev 2000;CD002075.
12. Feldman-Winter L, Grossman X, Palaniappan
A, et al. Removal of industry-sponsored
formula sample packs from the hospital: does
it make a difference? J Hum Lact 2012;28:380-
8.
13. Foss KA, Southwell BG. Infant feeding and
the media: the relationship between Parents’
Magazine content and breastfeeding, 1972-
2000. Int Breastfeed J 2006;1:10.
14. Greiner T. The promotion of bottle feeding
by multinational corporations: how advertising
and the health professions have contributed.
Cornell University, Ithaca NY, 1975.
15. Greiner T, Latham MC. The influence of
infant food advertising on infant feeding practices
in St. Vincent. Int J Health Serv 1982;12:
53-75.
16. Howard C, Howard F, Lawrence R, et al.
Office prenatal formula advertising and its effect
on breast-feeding patterns. Obstet Gynecol
2000;95:296-303.
17. Rosenberg KD, Eastham CA, Kasehagen
LJ, et al. Marketing infant formula through hospitals:
the impact of commercial hospital discharge
packs on breastfeeding. Am J Public
Health 2008;98:290-5.
18. Sobel HL, Iellamo A, Raya RR, et al. Is
unimpeded marketing for breast milk substitutes
responsible for the decline in breastfeeding
in the Philippines? An exploratory survey
and focus group analysis. Soc Sci Med
2011;73:1445-8.
19. Zhang Y, Carlton E, Fein SB. The association
of prenatal media marketing exposure recall
with breastfeeding intentions, initiation,
and duration. J Hum Lact 2013;29:500-9.
20. World Health Assembly. International Code
of Marketing of Breastmilk Substitutes. Resolution
of the 34th World Health Assembly.
No. 34.22.WHO, Genova, 1981.
21. Ministero della Salute. Regolamento concernente
l’attuazione della direttiva 2006/141/
CE per la parte riguardante gli alimenti per lattanti
e gli alimenti di proseguimento destinati
alla Comunità Europea e all’esportazione
presso Paesi terzi. Gazzetta Ufficiale - Serie
Generale n.155. Roma, 2009.
22. European Commission. Directive 2006/
141/EC. European Commission, Brussels,
2006.
23. Berry NJ, Jones S, Iverson D. It’s all formula
to me: women’s understandings of toddler
milk ads. Breastfeed Rev 2010;18:21-30.
24. Berry NJ, Jones SC, Iverson D. Toddler
milk advertising in Australia: infant formula
advertising in disguise? Australasian Marketing
Journal 2012;20:24-7.
25. National Childbirth Trust. Follow-on milk
advertising survey: topline results. UNICEF
UK, London, 2005.
26. NOP World for Department of Health. Attitudes
to feeding: report of survey findings.
Crown, London, 2005.
27. Lauria L, Lamberti A, Buoncristiano M, et
al. Percorso nascita: promozione e valutazione
della qualità di modelli operativi. Le indagini
del 2008-2009 e del 2010-2011. Rapporti ISTISAN39.
Istituto Superiore di Sanità, Roma,
2012.
28. Cardano M. Tecniche di ricerca qualitativa:
percorsi di ricerca nelle scienze sociali. Carocci,
Roma, 2003.
29. Rirchie J, Spencer L. Qualitative data
analysis for applied policy research. In: Bryman
A, Burgess RG (editors). Analyzing qualitative
data. Routledge, London, 1994. p. 173-
94.
30. DOXA/IPSOS. Indagine sulla lettura dei
quotidiani e dei periodici in Italia. AUDIPRESS,
Milano, 2011.
31. Berry NJ, Jones SC, Iverson D. Relax,
you’re soaking in it: sources of information
about infant formula. Breastfeed Rev 2011;19:
9-18.
32. Berry NJ, Jones SC, Iverson D. Circumventing
the WHO Code? An observational
study. Arch Dis Child 2012;97:320-5.
33. Faircloth C. A weak formula for legislation:
how loopholes in the law are putting babies at
risk. UNICEF UK/National Childbirth Trust/
Save the Children UK, London, 2007.
34. World Health Assembly. Resolution 39.28.
WHO, Genova, 16 May 1986.
35. WHO. Information concerning the use and
marketing of follow-up formula. WHO, Genova,
17 July 2013.
36. Koletzko B, Bhutta ZA, Cai W, et al. Compositional
requirements of follow-up formula
for use in infancy: recommendations of an international
expert group coordinated by the
Early Nutrition Academy. Ann Nutr Metab
2013;62:44-54.
37. Howard FM, Howard CR, Weitzman M.
The physician as advertiser: the unintentional
discouragement of breast-feeding. Obstet Gynecol
1993;81:1048-51.
38. Wright CM, Waterston AJ. Relationships
between paediatricians and infant formula
milk companies. Arch Dis Child 2006;91:383-5.
39. Parry K, Taylor E, Hall-Dardess P, et al.
Understanding women’s interpretations of infant
formula advertising. Birth 2013;40:115-24.
40. ISTAT. Natalità e fecondità della popolazione
residente nel 2011. ISTAT, Roma, 2012.
41. ISTAT. Essere madri in Italia. ISTAT, Roma,
2007.
Corrispondenza: paola.pani@burlo.trieste.it