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Effect of baby food marketing exposure on infant and young child feeding regimes in Bangkok, Thailand
journal contribution
posted on 2023-02-14, 06:22 authored by N Cetthakrikul, M Kelly, Phillip Baker, C Banwell, J SmithAbstract
Background
Baby food marketing undermines breastfeeding by influencing women’s attitudes and decision-making favourably toward commercial baby food. This study aimed to explore the effects of various baby food marketing techniques on Thai mothers’ opinions about commercial milk formulas (CMF) and commercial complementary foods (CCF) and their infant and young child feeding behaviours.
Methods
This study used a cross-sectional survey employing the World Health Organization (WHO) NetCode Toolkit Protocol for Periodic Assessment, and the United Nations International Children’s Emergency Fund (UNICEF) Multiple Indicator Cluster Survey to collect data on mothers’ experience with and their opinion on the various types of marketing of CMF and CCF, and their feeding behaviour. Data collection used structured interviews of mothers with children aged two years or below attending 33 health facilities in Bangkok. Univariable and multivariable regression analysis then investigated links between mothers’ reported exposure to baby food marketing and their infant and young child feeding behaviours, employing a semantic scale and considering key sociodemographic and other variables.
Results
Three hundred and thirty mothers were surveyed in Bangkok. Around 90% reported experiencing exposure to at least one type of baby food marketing during the previous six months, mostly from electronic media. More than half of the women had positive opinions of CMF. Virtually all children had been breastfed initially, but 74.6% were given CMF and 72.8% stopped breastfeeding before six months. Multivariable analysis showed that mothers who lived in a couple were significantly less likely to favour CMF, and mothers in middle-income households and those who had received advice about CMF from others were more likely to have a favourable opinion. Mothers in formal employment were over six times more likely to feed formula than those not in employment. Women who experienced baby food marketing at health facilities were four times more likely to feed CMF to their children than those not experiencing such marketing.
Conclusions
Specific types of baby food marketing were strongly linked to mothers’ opinions on and use of CMF in Bangkok, Thailand. It is recommended that breastfeeding policies in health facilities and employment are fully implemented and enforced.
History
Journal
International Breastfeeding JournalVolume
17Article number
ARTN 64Location
EnglandPublisher DOI
ISSN
1746-4358eISSN
1746-4358Language
EnglishPublication classification
C1 Refereed article in a scholarly journalIssue
1Publisher
BMCUsage metrics
Keywords
Science & TechnologyLife Sciences & BiomedicineObstetrics & GynecologyPediatricsBaby food marketingInfant and young child feeding behaviourThailandBREAST-MILK SUBSTITUTESPROMOTIONFORMULAASSOCIATIONMOTHERSBreast FeedingChildCross-Sectional StudiesFemaleHumansInfantInfant FoodMarketingPediatricClinical ResearchNutrition3.1 Primary prevention interventions to modify behaviours or promote wellbeing3 Prevention of disease and conditions, and promotion of well-beingReproductive health and childbirthPublic Health and Health Services not elsewhere classifiedNursing not elsewhere classified
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