Abstract
ABSTRACTOBJECTIVE To assess if the commercialization of infant formulas, baby bottles, bottle nipples, pacifiers and nipple protectors is performed in compliance with the Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância e de Produtos de Puericultura Correlatos (NBCAL – Brazilian Code of Marketing of Infant and Toddlers Food and Childcare-related products). The commercial promotion of these products is prohibited by the Law 11,265.METHOD Cross-sectional study conducted in 2017 through a census of all pharmacies, supermarkets and department stores that sold products covered by NBCAL in the South Zone of Rio de Janeiro. Health professionals trained at NBCAL used structured electronic form for direct observation of establishments and for interviews with their managers. We created indicators to evaluate commercial practices and performed descriptive analyses.RESULTS A total of 352 commercial establishments were evaluated: 240 pharmacies, 88 supermarkets and 24 department stores, of which 88% sold products whose promotion is prohibited by NBCAL. Illegal commercial promotions were found in 20.3% of the establishments that sold the products we investigated: 52 pharmacies (21.9%), four supermarkets (7.5%) and seven department stores (33.3%). The most frequent commercial promotion strategies were discounts (13.2%) and special exposures (9.3%). The products with the highest prevalence of infractions of NBCAL were infant formulas (16.0%). We interviewed 309 managers of commercial establishments; 50.8% reported unfamiliarity with the law. More than three-quarters of the managers reported having been visited at the establishments by commercial representatives of companies that produce infant formulas.CONCLUSION More than a fifth of commercial establishments promoted infant formulas, baby bottles and nipples, although this practice has been banned in Brazil for thirty years. We think it is necessary to train those managers. Government agencies must monitor commercial establishments in order to inhibit strategies of persuasion and induction to sales of these products, ensuring mothers’ autonomy in the decision on the feeding of their children.
Highlights
Breastfeeding is the ideal feeding modality for child growth and development[1], being recommended as the only feeding source in the first six months of life and supplemented by healthy foods up to two years of life or morea
A total of 352 commercial establishments were evaluated: 240 pharmacies, 88 supermarkets and 24 department stores, of which 88% sold products whose promotion is prohibited by NBCAL
We interviewed 309 managers of commercial establishments; 50.8% reported unfamiliarity with the law
Summary
Breastfeeding is the ideal feeding modality for child growth and development[1], being recommended as the only feeding source in the first six months of life and supplemented by healthy foods up to two years of life or morea. The World Health Organization (WHO) launched in 1981 the International Code of Marketing of Breast-milk Substitutes in response to this threat, aiming at restricting the marketing of these productsb. Based on it and in line with the National Breastfeeding Promotion Program[4], the Brazilian Health Council adopted in 1988 a code that prohibits advertising and commercial promotion of infant formulas, baby bottles and nipplesc. In 2006, NBCAL was strengthened as Law No 11,265f, regulated in 2015 by Decree No 8,552, and it was called Brazilian Code of Marketing of Infant and Toddlers Food and Childcare-related productsg This Law prohibits any form of commercial promotion of infant formulas, bottle nipples, pacifiers, baby bottles and nipple protectorsg
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
