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Circumventing the WHO Code? An observational study
Berry, Nina J. Jones, Sandra Carol Iverson, Don
Berry, Nina J.
Jones, Sandra Carol
Iverson, Don
Abstract
Background
This study compares the formula milk advertisements that appeared in parenting magazines published in two countries that have enacted measures to restrict the advertising of infant formula products in response to the international code with two that have not.
Methods
Content analysis was used to compare the type and frequency of formula milk advertisements that appeared in parenting magazines collected from the USA, Canada, the UK and Australia during 2007, and to examine whether there was a relationship between these frequencies and advertising regulations.
Findings
Advertisements that promoted formula products or brands occurred in all of the magazines sampled but the type of product advertised differed. Follow-on formula advertisements occurred more frequently in titles from the UK, where infant formula advertising is prohibited (RR 3.82, 95% CI 2.65 to 5.50, p<0.0001) than they did in titles from the USA/Canada where infant and/or follow-on formula advertising is permitted. Toddler milk advertisements appeared more frequently in titles from Australia, where infant and follow-on formula advertising is prohibited, than they did in titles from
countries where direct-to-consumer infant and/or follow-on formula advertising is permitted. Rate ratios were as follows: UK only 0.03 (95% CI 0.01 to 0.11, p<0.0001); USA/Canada only 0.02 (95% CI
0.01 to 0.06, p<0.0001).
Interpretation
Bans on the advertising of infant formula products do not prevent companies from advertising (follow-on or toddler formula). These products are presented in ways that encourage consumers to associate the claims made in them with a group of products (a product line) that includes infant formula.
Keywords
study, code, WHO, observational, circumventing
Date
2012
Type
Journal article
Journal
Book
Volume
97
Issue
4
Page Range
320-325
Article Number
ACU Department
ACU Engagement
Collections
Relation URI
Source URL
Event URL
Open Access Status
License
File Access
Open
Controlled
Controlled
Notes
Copyright: 2012 Published by the BMJ Publishing Group Limited.
This research was funded entirely by the University of Wollongong.
This research was funded entirely by the University of Wollongong.