ArticleGlobal health action2022
Exploring women's exposure to marketing of commercial formula products: a qualitative marketing study from two sites in South Africa.
Article in Global health action, 2022. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 8 papers, 1 of them a synthesis that pooled it.
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Who cites it
8 citing papers in PubMed, 1 synthesis or guideline pooled it.
- Outcomes of implementing the International Code of Marketing of Breast-milk Substitutes as national laws: a systematic review.International breastfeeding journal · 2024Pooled it
- Impacts of Sexual and Reproductive Health and Rights Misinformation in Digital Spaces on Human Rights Protection and Promotion: Scoping Review.JMIR infodemiology · 2025Article
- Healthcare professionals' perspectives on commercial milk formula marketing in the UK: a qualitative study.Archives of disease in childhood · 2025Article
- Women's exposure to commercial milk formula marketing: a WHO multi-country market research study.Globalization and health · 2024Article
- Research on commercial milk formulas for young children: A scoping review.Maternal & child nutrition · 2024Article
- Commercial milk formula marketing following increased restrictions in Singapore: A qualitative study.Maternal & child nutrition · 2024Article
- Analysis of Healthcare Professionals' and Institutions' Roles in Twitter Colostomy Information.Healthcare (Basel, Switzerland) · 2023Article
- Achieving healthy people 2030 breastfeeding targets in the United States: challenges and opportunities.Journal of perinatology : official journal of the California Perinatal Association · 2023Article
Corrections and comments
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Authors and funding
6 authors.
Funding
No grant is acknowledged in the PubMed record.
Abstract
backgroundRegulating 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.
objectiveThe 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.
methodsUsing 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.
resultsWomen 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.
conclusionsSouth 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.
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