Digital marketing of formula and baby food negatively influences breast feeding and complementary feeding: a cross-sectional study and video recording of parental exposure in Mexico

Abstract

Background: There is little evidence of the association between digital marketing of formula and baby food and infant and young child feeding (IYCF) practices.

Objective: Assess parents' exposure to digital marketing of formula and baby food for children <2 years and its association with the purchase and IYCF practices in Mexico.

Methods: Parents ≥18 years recruited from a market research panel completed an online survey (n=1074) and capture-on-screen (n=95) between December 2020 and January 2021. Logistic regressions were used to estimate the association between exposure to digital marketing of formula and baby foods with its purchase, motivation, consumption and IYCF practices.

Results: Digital marketing of formula and baby food was self-reported by 93.9% of parents in the online survey and observed by 93.7% in the capture-on-screen. Recorded ads did not comply with the International Code of Marketing of Breast-milk Substitutes. Parents who self-reported seeing a higher versus lower number of ads were less likely to exclusive breast feed (OR=0.38; 95% CI: 0.19 to 0.78), and more likely to give mixed feeding (OR=2.59; 95% CI: 1.28 to 5.21), formula (OR=1.84; 95% CI: 1.34 to 2.53), processed foods (OR=2.31; 95% CI: 1.59 to 3.32) and sugary drinks (OR=1.66; 95% CI: 1.09 to 2.54). Higher exposure to ads was associated with a higher chance of purchasing products motivated by nutritional (OR=2.1; 95% CI: 1.32 to 3.28) and organic claims (OR=2.1; 95% CI: 1.21 to 3.72).

Conclusions: Digital marketing of formula and baby food may negatively influence IYCF and should be regulated to ensure children's nutrition and health.

Keywords: Child health; Cross-sectional survey; Nutrition; Public Health.

Figure 1

Non-compliance with the International Code on digital marketing in Mexico. Capture-on-screen of parent’s devices with formula and baby food ads (n=168 recordings).

Figure 2

Association between frequency of exposure (self-report) of parents to digital marketing of formula and baby food, and motivation of purchase. Online survey (n=1074). *p<0.10, **p<0.05. Estimations were made with a logistic regression model adjusted for: the age of the baby (in months), age and sex of the survey participant, socioeconomic level, number of children, marital status, occupation, schooling and region of the country. Purchase of formula and/or baby foods (commercial foods for children under 2 years of age) in the last month in physical or online stores.