Abstract
ABSTRACTOBJECTIVE To verify the compliance with Law No. 11,265/2006 in the promotion strategies for infant formula in Brazilian websites of manufacturers and drugstore networks.METHODS This was a cross-sectional study conducted in 2017. We analyzed the compliance to attributes of the Law No.11,265/2006 (Law for Marketing of Foods for Infants and Toddlers, Feeding Bottles, Teats and Pacifiers) in five websites of infant formula manufacturers and nine websites of drugstore networks. The main attributes assessed were: the presence of drawings or representations of children, the presence of warning statements displayed in conspicuous and prominent spaces informing if products are intended for infants aged under or over 6 months, the adequate display of infant formulas/similar products, and the presence of pop-ups with other infant formulas or links to websites for children’s products. All compliances and non compliances verified were described in absolute and relative frequencies.RESULTS We verified that 80% of the websites of infant formula manufacturers displayed advertisements for other children’s food products. The main non compliance in infant formula manufacturer’s websites was the absence of warning statements about products intended for infants over 6 months of age. Only 33% of the drugstores’ websites complied with Law No. 11,265/2006. The main non compliances in these websites were the absence of warning statements on products intended for infants over 6 months of age (100%), the presence of pop-up advertisements for other infant foods (77%) and the presence of advertisements for other children’s food products (92%).CONCLUSION We identified non compliances with the Law No. 11,256/2006 in almost all websites of infant formula manufacturers and in all the websites of drugstore networks. Most promotion strategies were found at drugstore websites, which are the main channels for online sales.
Highlights
In 1981, the World Health Assembly adopted the International Code of Marketing of Breast-milk Substitutes aiming to restrict inappropriate advertising and protect breastfeeding
We verified that 80% of the websites of infant formula manufacturers displayed advertisements for other children’s food products
We identified non compliances with the Law No 11,256/2006 in almost all websites of infant formula manufacturers and in all the websites of drugstore networks
Summary
In 1981, the World Health Assembly adopted the International Code of Marketing of Breast-milk Substitutes aiming to restrict inappropriate advertising and protect breastfeeding. Along with the development of the Code, the International Baby Food Action Network (IBFAN) was created, with the main purpose of promoting and protecting breastfeeding, to benefit the health of infants and toddlers[2,3]. To achieve this goal, IBFAN conducts periodic monitoring to verify and report the compliance with the Code and to ensure more engagement of the industries, businesses and health professionals in self-regulation by the Code. IBFAN actively opposes any unethical advertisement or marketing action that may undermine breastfeeding[2]
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