Use of ‘risk’ language in breastfeeding promotional materials: US state and local health departments

Abstract

As noted by Knaak, information provided to parents about infant feeding in recent decades has become ‘more a tool for persuasion than a tool for education.’ Some health professionals advocate that providers and information for new and expecting parents emphasise the ‘risks of formula feeding’ rather than ‘benefits of breastfeeding.’ Limited systematic research suggests this shift is not changing parental behaviour. The present study assesses the degree to which ‘risk’ language appears in online breastfeeding promotional materials published by governmental health departments in the US Over 200 documents and webpages promoting breastfeeding were analysed for inclusion of ‘risk’ language. About 30 per cent of agencies and 13 per cent of documents and webpages promoting breastfeeding were found to contain such language. Materials published by nongovernmental entities (linked through agency sites) were significantly more likely to include risk language compared to governmental sites. This assessment provides context for the existing discourse regarding promotion of breastfeeding by emphasising health risks. The significance of these findings for respectful advocacy is discussed.