Commercial milk formula marketing following increased restrictions in Singapore

A qualitative study

Bibliographic Data

ID15536115
AuthorsChompoonut Topothai (0000-0001-7249-9523, Ministry of Public Health), Grace Ping Ping Tan (0000-0002-6211-7461, National University of Singapore), Yvette van der Eijk (0000-0002-8095-1214, National University of Singapore, corresponding author)
Year2023
Volume20
Issue1
Pagese13562-e13562
Publication date2023-09-05
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueMaternal and Child Nutrition (JOURNAL)
Journal identifiersISSN: 1740-8695 • E-ISSN: 1740-8709
PublisherWiley (PUBLISHER • GB)
DOI10.1111/mcn.13562
PMID37667980
OpenAlexW4386438062
LanguageEN
Citations received2
References cited48

The promotion of commercial milk formula (CMF) negatively impacts breastfeeding outcomes. In 2019, Singapore updated its 1979 Code of Ethics of the Sale of Infant Foods Ethics Committee Singapore (SIFECS) to increase marketing restrictions on CMF for infants 0-12 months. However, little is known about industry tactics to undermine these restrictions. This qualitative study explores health workers' and mothers' experiences with CMF marketing in Singapore following the 2019 restrictions. We conducted a qualitative study, using semistructured interviews with 14 mothers of infants aged less than 5 months and 20 health workers with expertise in antenatal, maternity, or paediatric care. We analysed data thematically using inductive coding. Five themes were identified. Mothers and health workers reported digital marketing, product line extensions with toddlers' milk and milk for mothers, and CMF sponsorships in the healthcare setting. Expert endorsement, competitive price, nutritional claims, and brand reputation influenced mothers' infant formula choices, yet both mothers and health workers appeared to be unaware of the impact of CMF marketing tactics on their own perceptions. The restriction of CMF marketing and infant feeding practices varied widely between hospitals, with private hospitals and practices having less strict controls on CMF marketing. Despite the updated SIFECS restrictions, CMF companies continue to target mothers and health workers in Singapore. SIFECS restrictions should be tightened to align with international guidelines, by increasing their scope to include toddlers' milk and prohibiting cross-promotion, digital marketing, and any sponsorships of events targeting health workers that may create a conflict of interest

Breastfeeding · Breastfeeding promotion · Business · Family medicine · Infant formula · Promotion (chess · Qualitative research · Reputation · Breastfeeding Practices and Influences · Child Nutrition and Feeding Issues · Child Nutrition and Water Access · Medicine · Nursing · Marketing · Pediatrics

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Open DOIOpen Access