An evaluation of breastfeeding promotion literature: does it really promote breastfeeding?

Abstract

Breastfeeding pamphlets are being produced for new mothers by both commercial and nonprofit sources in increasing quantities. A regional lactation committee decided to evaluate these materials on the basis of accuracy, degree of positive approach to breastfeeding, readability and compliance with the WHO/UNICEF Code on the Marketing of Breast Milk Substitutes. Results indicate that materials produced by non-profit sources scored higher in positive approach accuracy and WHO Code compliance compared with commercial sources. Only 2 of 22 pamphlets in the sample were written within the recommended reading level of Grade 5-8. None of the materials met all of the criteria for good promotional breastfeeding literature.