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Ads Discourage Breastfeeding

Wednesday, 29 October 2008 12:32

Expectant mothers should be cautioned about the influence of baby formula advertisements, say experts. As part of the study, 547 women were given informational packets about infant feeding at their first prenatal visit. Half of the women were given packets designed by formula-companies, while the other half were given research-based materials.

Mothers who were given formula-company literature were five times more likely to stop breast-feeding during the first few days following delivery. The study's authors stress that, "Educational materials about infant feeding should support unequivocally breast-feeding as optimal nutrition for infants; formula promotion products should be eliminated from prenatal settings."

Howard C, Howard F, Lawrence R, et. al.   Office prenatal formula advertising and its effect on breast-feeding patterns   Obstet Gynecol 2000 (Feb);   95 (2):   296-303