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Circumventing the WHO Code? An observational study.
- Source :
-
Archives of disease in childhood [Arch Dis Child] 2012 Apr; Vol. 97 (4), pp. 320-5. Date of Electronic Publication: 2011 Jun 29. - Publication Year :
- 2012
-
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.<br />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.<br />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).<br />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.
- Subjects :
- Advertising statistics & numerical data
Australia
Canada
Humans
Infant
Parenting
Periodicals as Topic legislation & jurisprudence
Periodicals as Topic statistics & numerical data
United Kingdom
United States
Advertising legislation & jurisprudence
Codes of Ethics
Infant Formula
World Health Organization
Subjects
Details
- Language :
- English
- ISSN :
- 1468-2044
- Volume :
- 97
- Issue :
- 4
- Database :
- MEDLINE
- Journal :
- Archives of disease in childhood
- Publication Type :
- Academic Journal
- Accession number :
- 21719442
- Full Text :
- https://doi.org/10.1136/adc.2010.202051