Marketing of breastmilk substitutes is associated with reduced rates and shorter duration of breastfeeding in favour of formula feeding. This multicentre study confirms the inability for women to define the advertised products for the correct target population due to the ambiguity of information reported on. Furthermore, the 81% of women reported that they had come across advertisements of infant formula, despite these advertisements being prohibited by law. Advertisements of follow-up formula are perceived by pregnant women and mothers as promoting infant formula.
Come le mamme italiane interpretano le pubblicità del latte artificiale / Cattaneo, Adriano; Pani, Paola; Carletti, Claudia; Guidetti, Margherita; Mutti, Valentina; Guidetti, Cecilia; Knowles, Alessandra; il Gruppo di ricerca sulle formule di proseguimento, E. - In: NOTIZIARIO DELL'ISTITUTO SUPERIORE DI SANITÀ. - ISSN 0394-9303. - 28:9(2015), pp. 3-4.
Come le mamme italiane interpretano le pubblicità del latte artificiale
Margherita Guidetti;
2015
Abstract
Marketing of breastmilk substitutes is associated with reduced rates and shorter duration of breastfeeding in favour of formula feeding. This multicentre study confirms the inability for women to define the advertised products for the correct target population due to the ambiguity of information reported on. Furthermore, the 81% of women reported that they had come across advertisements of infant formula, despite these advertisements being prohibited by law. Advertisements of follow-up formula are perceived by pregnant women and mothers as promoting infant formula.
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