Health Experts Call For An End To Exploitative Baby Formula Milk Marketing Tactics
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Fewer than half of the world's babies are breastfed as recommended, experts say, and formula is in high demand despite not offering the same health and developmental benefits as breast milk. Misleading statements and political influence are to blame, according to a new report.
A report by a global body of healthcare experts says commercial marketing strategies for infant formula violate the International Breastfeeding Marketing Code and calls for stricter government regulation and a broad sector intervention for irresponsible infant formula marketing.
A three-part series published Tuesday in the medical journal The Lancet details "predatory tactics" in the formula marketing industry. The study also highlights the need for increased maternity protection, such as universal paid maternity leave, to support breastfeeding for all women.
"Commercial infant formula sales are a multi-billion dollar industry that uses political lobbying along with a sophisticated and highly effective marketing plan to turn the concerns and worries of parents and caregivers into business opportunities," said Dr. Nigel Rollins, a scientist. . with the World Health Organization and co-creator of the series, according to a press release. "It's time to end it. Women should be able to make informed choices about baby feeding based on the needs of the industry.
CNN has reached out to the American Council on Infant Nutrition, a trade group that represents sellers of infant formula, for comment.
The report comes at a time when more babies than ever are being fed formula and climate, political and economic crises continue to threaten global supplies. The U.S. is still reeling from months of infant formula shortages that have strained families and could lead to dramatic changes in the U.S. Food and Drug Administration. As other countries have experienced similar supply chain disruptions caused by events such as floods in South Africa, the war in Ukraine and the Covid-19 pandemic, event companies have taken advantage to attract more donations and customers, the report said.
The authors acknowledge that infant formula is necessary for some women who do not breastfeed or are unable to breastfeed, and note that criticism of the commercial infant formula industry should not be interpreted as criticism of women.
Misleading and offensive marketing
Studies have shown that breastfeeding helps baby brain development, prevents malnutrition and sudden infant death syndrome, and reduces the risk of infectious diseases, chronic diseases, and leukemia later in life. For mothers, breastfeeding helps with weight loss during pregnancy and reduces the risk of type 2 diabetes, cardiovascular disease, breast and ovarian cancer.
According to a study published in The Lancet and Health Policy and Planning, universal breastfeeding could save the lives of 823,000 babies and 98,000 mothers every year.
The authors of the new report note that 'perceived pressure or inability to breastfeed - particularly when it is against the mother's will - can be detrimental to mental health and a system must be in place to fully support all mothers. at their choice. However, they insist that women make decisions about feeding their babies based on the information they receive, and say the information must be accurate and free from commercial influence.
Despite evidence of its benefits, global breastfeeding rates have increased very modestly over the past two decades, while sales of infant formula nearly doubled to $55.6 billion in 2019 due to deceptive marketing tactics that, according to the authors, undermine breastfeeding.
"One of the factors at the center of the series is the highly misleading and aggressive marketing of infant formula manufacturers who claim the benefits of their products with little or no scientific basis, essentially sending the message that infant formula is the same, if not better. . . that of breastfed babies. contributes to health and well-being," said Rafael Perez-Escamillo, a professor at the Yale School of Public Health and co-author of the report.
The report also explains how companies are exploiting parents' concerns about their children's health and development at a vulnerable time for newborns. Companies often assume that normal childhood adjustments, such as fussiness, colic, or a short night's sleep, are signs of breastfeeding problems that formula can fix.
"Infant formula companies are taking advantage of these behaviors and portraying them as problematic and essentially pushing people to use products as solutions to problems that may not actually be problems but are part of normal human developmental behavior," said co-author Cecilia Tomori. , Associate Professor. , Johns Hopkins University School of Nursing.
Experts point out that with proper education and support these issues can be adequately addressed through breastfeeding.
An obstetrician and gynecologist and lactation specialist at Stanford University. Susan Crowe, who was not involved in the report, tells her patients that "the purpose of this ad is to sell formula, so they know these companies are gaining ground first." . Sometimes it's better to let them know they saw the ad."
Experts say these false and unproven scientific claims violate the International Code of Marketing of Breast-milk Substitutes, a landmark agreement created in 1981 that aims to regulate unethical marketing practices that discourage mothers from breastfeeding. Safe if needed.
Unlike most member countries of the World Health Organization, the United States does not legally enforce any of the Code's provisions.
“The United States does not regulate [baby formula] marketing at all. It's about grants and formula marketing," said Perez-Escamillo, who called for action from the FDA and Congress.
The report also shows that infant formula's influence extends far beyond marketing, including lobbying against support for life-saving breastfeeding, forcing doctors to recommend their products to new mothers, and funding research to support their breastfeeding programs.
A WHO and United Nations Children's Fund survey of 8,500 women worldwide found that more than a third said a health worker had recommended a particular brand of milk to them.
"In general, it is a very powerful system of lobbying, capturing scientists, health professionals and finally capturing families themselves with their products, effectively exploiting the fears of families and parents in an emotionally-sensitive time very weak", Perez- says Escamilla. .
An invitation to change in society
In addition to ending harmful marketing tactics and formula manufacturers' influence on the industry, the authors call on governments, workplaces and the public health sector to take action to support women who choose to breastfeed.
The report calls for increased paid maternity leave, in line with the recommendation of six months of exclusive breastfeeding. The WHO and the American Academy of Pediatrics recommend exclusive breastfeeding for up to 6 months and continued breastfeeding for 2 years and beyond.
Paid maternity leave has been shown to increase the exclusivity and duration of breastfeeding. However, according to a new report, more than half a billion working women worldwide lack adequate maternity insurance, many of them low-income women and women of color who are forced to return to work due to financial difficulties.
The report's authors argue that infant formula marketing "exploits the lack of public and community support for breastfeeding" by portraying breastfeeding as "condemned" and infant formula as a practical and challenging solution for mothers.
The United States is the only high-income country where paid maternity leave is not covered by federal law. According to the US Centers for Disease Control and Prevention, although more than 80 percent of mothers in the United States initiate breastfeeding, less than a quarter breastfeed their babies exclusively by age 6 months.
In 2011, the US Surgeon General's Call for Action in Support of Breastfeeding identified the lack of paid maternity leave as a major barrier to breastfeeding and argued that "paid leave is necessary to reduce the differential impact of employment on breastfeeding among racial, ethnic, and disadvantaged populations." Sections, ethnic groups, economic groups, enable the poor to enjoy the health benefits of breastfeeding.
The authors of the new report also highlight the need to expand breastfeeding education for health professionals to provide competent prenatal and postpartum counseling to all mothers who wish to breastfeed. This includes counseling and support for mothers who are unable to breastfeed due to lack of milk or medical conditions such as active HIV infection.
"The introduction of breastfeeding and breastfeeding support is very helpful so that people understand normal amounts and only take supplements when medically necessary," Crowe said.
The authors emphasize the importance of supporting women's breastfeeding choices and the need for systematic policies free from unregulated infant marketing, pressure and influence to enable families to make informed decisions about infant feeding.
"We are calling for social support, structured social support from governments and systems to help people achieve their breastfeeding goals," Tomori said. "We want to make sure they understand that breastfeeding is not just for women and mothers, it's actually their right, and health as a human right is part of getting all the support and support they deserve."
Correction: This story has been updated to reflect the current American Academy of Pediatrics breastfeeding guidelines, which were updated in 2022.
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