دورية أكاديمية
Exploring women's exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa.
| العنوان: | Exploring women's exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa. |
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| المؤلفون: | Pereira-Kotze C; School of Public Health, University of the Western Cape, Cape Town, South Africa., Horwood C; Centre for Rural Health, University of KwaZulu-Natal, Durban, South Africa., Haskins L; Centre for Rural Health, University of KwaZulu-Natal, Durban, South Africa., Kingston G; M&C Saatchi World Services, King's College, London., Luthuli S; Centre for Rural Health, University of KwaZulu-Natal, Durban, South Africa., Doherty T; School of Public Health, University of the Western Cape, Cape Town, South Africa.; Health Systems Research Unit, South African Medical Research Council, Cape Town, South Africa. |
| المصدر: | Global health action [Glob Health Action] 2022 Dec 31; Vol. 15 (1), pp. 2074663. |
| نوع المنشور: | Journal Article; Research Support, Non-U.S. Gov't |
| اللغة: | English |
| بيانات الدورية: | Publisher: Taylor & Francis Country of Publication: United States NLM ID: 101496665 Publication Model: Print Cited Medium: Internet ISSN: 1654-9880 (Electronic) Linking ISSN: 16549880 NLM ISO Abbreviation: Glob Health Action Subsets: MEDLINE |
| أسماء مطبوعة: | Publication: <2016- > : Philadelphia, PA : Taylor & Francis Original Publication: Häggeby : Co-Action Publishing |
| مواضيع طبية MeSH: | Infant Formula* , Marketing*, Advertising ; Breast Feeding ; Child ; Child, Preschool ; Female ; Humans ; Infant ; Pregnancy ; South Africa |
| مستخلص: | Background: Regulating the marketing of commercial formula products is a long-term commitment required to protect breastfeeding. Marketing strategies of formula manufacturers, retailers and distributors evolve at a rapid rate. Objective: The aim of this research was to describe exposure of pregnant women and mothers of young children in South Africa to marketing of commercial formula products, compared to international recommendations and national legislation. Methods: Using mobile phone marketing diaries twenty participants in Cape Town and Johannesburg documented the formula marketing they were exposed to for one week. Ten mothers were interviewed to explore their perceptions towards marketing exposure in more depth. Results: Women reported limited infant formula advertising, but an abundance of strategies used to market growing-up formula and powdered drinks for children over 36 months. Strategies included product packaging, in-store displays, online distribution channels and educational material about product ranges. Online strategies were reported, namely social media marketing (sponsored adverts and support groups), websites and mobile phone applications providing infant and young child feeding information and price discounts, print and TV advertisements, and competitions. Products for children over 36 months are cross-promoted with products prohibited to be advertised by national legislation. Conclusions: South African women are being exposed to covert marketing of infant, follow-up, and growing-up formula. Explicit marketing of products for children over 36 months of age allows formula companies to provide messages about branding and use of commercial formula products to mothers. National legislation should be updated and effectively implemented to address changing marketing strategies. |
| References: | Qual Health Res. 2005 Nov;15(9):1277-88. (PMID: 16204405) Lancet. 2016 Jan 30;387(10017):475-90. (PMID: 26869575) Food Nutr Bull. 2015 Dec;36(4):373-86. (PMID: 26314734) Int J Environ Res Public Health. 2021 Mar 01;18(5):. (PMID: 33804481) BMJ Glob Health. 2020 Dec;5(12):. (PMID: 33272942) Int Breastfeed J. 2019 Nov 27;14:49. (PMID: 31798668) Lancet. 2016 Jan 30;387(10017):491-504. (PMID: 26869576) Global Health. 2020 Aug 28;16(1):77. (PMID: 32859218) |
| فهرسة مساهمة: | Keywords: Promotion; South Africa; advertising; breast-milk substitutes; infant and young child feeding; legislation |
| تواريخ الأحداث: | Date Created: 20220810 Date Completed: 20220811 Latest Revision: 20220827 |
| رمز التحديث: | 20240829 |
| مُعرف محوري في PubMed: | PMC9377257 |
| DOI: | 10.1080/16549716.2022.2074663 |
| PMID: | 35946213 |
| قاعدة البيانات: | MEDLINE |
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Full Text Finder | تدمد: | 1654-9880 |
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| DOI: | 10.1080/16549716.2022.2074663 |