Violations in the marketing of milks and complementary foods that compete with breastfeeding in Rio de Janeiro City, Brazil

Bertoldo, Lucilene Antônio Afonso; Oliveira, Maria Inês Couto de; Boccolini, Cristiano Siqueira

doi:10.1590/1984-0462/2023/41/2021228

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Revista Paulista de Pediatria

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Original Article • Rev. paul. pediatr. 41 • 2023 • https://doi.org/10.1590/1984-0462/2023/41/2021228 copy

Violations in the marketing of milks and complementary foods that compete with breastfeeding in Rio de Janeiro City, Brazil

Infrações na comercialização de leites e alimentos de transição que competem com o aleitamento materno na cidade do Rio de Janeiro

Authorship SCIMAGO INSTITUTIONS RANKINGS

ABSTRACT

Objective:

To analyze if milk and complementary foods are being sold under the Brazilian Code of Marketing of Infant and Toddler's Food, Teats, Pacifiers and Baby Bottles (NBCAL), Law 11265/2006 of breastfeeding protection.

Methods:

Epidemiological survey that analyzed the marketing practices of pharmacies, supermarkets, and department stores in the Southern region of the city of Rio de Janeiro, Brazil, by direct observation.

Results:

Among the 349 stores in Rio de Janeiro's South Region, 339 traded milk and complementary foods and, among them, 60.8% were not complying with NBCAL. Infractions to NBCAL were more common for the selling of milk (58.6%) than complementary foods (22.8%). The most recurrent promotion strategy infringing NBCAL was discount pricing without the Ministry of Health disclaimer.

Conclusions:

Most retail stores infringe NBCAL in the commercialization of milk and complementary foods in the city of Rio de Janeiro, Brazil, a violation of the right to information that may impact mothers’ choice regarding their child's feeding.

Keywords:
Breast feeding; Breast-milk substitutes; Direct-to-consumer advertising; Legislation, food; Products commerce

Characteristics		n	%
Type of establishment
	Pharmacy	231	68.1
	Supermarket	88	26.0
	Store	20	5.9
Belongs to a network
	Yes	265	78.2
	No	74	21.8
Location
	Neighborhood	314	92.6
	Community	25	7.4
	Total stablishments	339	100.0

Commercial promotion strategy	Pharmacies		Supermarket		Stores		Total
Commercial promotion strategy	n	%	n	%	n	%	n	%
Discount	41	28.7	34	60.7	7	100.0	82	39.8
Special display	19	13.3	4	7.1	0	0.0	23	11.2
Giveaway	6	4.2	0	0.0	0	0.0	6	2.9
Special display and discount	51	35.7	15	26.8	0	0.0	66	32.0
Discount and giveaway	9	6.3	0	0.0	0	0.0	9	4.4
Special display and giveaway	2	1.4	0	0.0	0	0.0	2	1.0
Special display, giveaway and discount	15	10.5	3	5.4	0	0.0	18	8.7
Total	143	100.0	56	100.0	7	100.0	206	100.0

Violation	Pharmacies		Supermarket		Stores		Total
Violation	n	%	n	%	n	%	n	%
Milks	134	59.0	54	61.4	7	38.9	195	58.6
Total	227	100.0	88	100.0	18	100.0	332	100.0
Complementary foods	62	28.4	9	10.3	0	0.0	71	22.8
Total	218	100.0	87	100.0	6	100.0	311	100.0

Compliance with NBCAL	Pharmacies		Supermarket		Stores		Total
Compliance with NBCAL	n	%	n	%	n	%	n	%
Promotion not in compliance	143	96.6	56	82.4	7	100.0	206	92.4
Promotion in compliance	5	3.4	12	17.6	0	0.0	17	7.6
Total of establishments with promotions	148	100.0	68	100.0	7	100.0	223	100.0
Commercialization with no promotion	83	35.9	20	22.7	13	65.0	116	34.2
Total of establishments	231	100.0	88	100.0	20	100.0	339	100.0

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[1] *Corresponding author. E-mail: lucileneafonso@yahoo.com.br (L. A. A. Bertoldo).