(Non)Marketing of Breastmilk Substitutes in South African Parenting Magazines

How Marketing Regulations May Be Working

Bibliographic Data

ID15466520
AuthorsSara Nieuwoudt (0000-0002-6658-2061, University of the Witwatersrand), Sara Jewett (University of the Witwatersrand, corresponding author), Sukoluhle Pilime (University of the Witwatersrand), L M Richter (0000-0002-3654-3192, University of the Witwatersrand), Linda Richter (0000-0001-8029-2880, DSI-NRF Centre of Excellence in Human Development, University of the Witwatersrand, Johannesburg 2193, South Africa)
Year2022
Volume19
Issue10
Pages6050-6050
Publication date2022-05-16
Open AccessYes
TypeARTICLE
VenueInternational Journal of Environmental Research and Public Health (JOURNAL)
Journal identifiersISSN: 1661-7827 • E-ISSN: 1660-4601
PublisherMultidisciplinary Digital Publishing Institute (PUBLISHER • CH)
DOI10.3390/ijerph19106050
PMID35627584
OpenAlexW4280535966
LanguageEN
Citations received2
References cited26

Although exclusive breastfeeding (EBF) for the first six months is optimal for child health, it remains low globally. Breastmilk substitutes (BMS) marketing undermines breastfeeding. In 2012, South Africa introduced Regulation 991, which prohibits marketing BMS products for infants below 6 months. Our study aimed to explore if and how BMS products were presented in South African parenting magazines post-R991. We applied a mixed-methods cross-sectional content analysis design, analyzing all 2018 issues of two popular parenting magazines. We descriptively analyzed quantitative codes, derived from an a priori framework, and conducted qualitative content analysis on a subset of texts and images. We found there was no overt marketing of BMS to parents with infants below 6 months. However, BMS advertisements were placed next to articles about young infants, and vague wording and images were ways by which BMS companies may indirectly benefit. Medical experts in both magazines promoted the introduction of solids before six months. To conclude, while BMS companies in South Africa were abiding by R991 by not overtly advertising BMS in parental print media, their influence persists. Continued monitoring of print media as well as other channels is advisable. This study may be of interest to countries considering stronger regulations of BMS advertising

Advertising · Breastfeeding · Business · Content analysis · Environmental health · Family medicine · Print media · Qualitative research · Social science · Sociology · Breastfeeding Practices and Influences · Child and Adolescent Health · Child Nutrition and Feeding Issues · Medicine · Psychology · Marketing · Pediatrics