NBCAL violation of products that compete with breastfeeding on the social network Instagram

Bibliographic Data

ID16827375
AuthorsEnilce De Oliveira Fonseca Sally (0000-0002-9506-3690, Universidade Federal Fluminense), Denilson Soares Gomes (0000-0001-6261-2617, Universidade Federal Fluminense), Lais de Oliveira Costa Dantas (0000-0001-8033-4171, Universidade Federal Fluminense), Peter Henriques (0000-0001-8154-0962, Universidade Federal Fluminense)
Year2024
Volume29
Issue4
Publication date2024-01-01
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueCiência & Saúde Coletiva (JOURNAL)
Journal identifiersISSN: 1413-8123 • E-ISSN: 1678-4561
PublisherFapUNIFESP (SciELO) (PUBLISHER)
DOI10.1590/1413-81232024294.20312022en
OpenAlexW4394954977
SCIELO_PIDS1413-81232024000400305
LanguageEN
References cited13

The article aims to identify NBCAL violations and analyze the content of messages posted on the Instagram social network. This qualitative-quantitative study consisted of a convenience sample of profiles identified through specific terms preceded by the hashtag symbol (#). Data were collected for two months by trained researchers using a structured questionnaire. We calculated the product promotion frequency that characterized violation of the NBCAL per category and manufacturer. The messages were analyzed using the content analysis technique. We identified 64 personal accounts of mothers with violations in 89 products, mainly food (n = 72), dairy compounds (54.2%), and infant formulas (45.8%) were the most publicized. Two thematic categories emerged from the posted texts, one related to the quality of the products and the other about breastfeeding difficulty, especially low milk production. The study identified NBCAL violations on the Instagram social network, alerting the need to recognize digital marketing to include it in the rules imposed by the Norm in the virtual context, considering the capillarity of social networks in disseminating information to the public in question

Advertising · Breastfeeding · Business · Internet privacy · Social media · Sociology · World Wide Web · Breastfeeding Practices and Influences · Computer Science · Educational Methods and Impacts · Islamic Finance and Communication · Medicine · Psychology · Pediatrics

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