Breastmilk or infant formula? Content analysis of infant feeding advice on breastmilk substitute manufacturer websites.

ABSTRACT:

Objective

To evaluate messages about infant feeding on breastmilk substitute (BMS) manufacturer websites directed at US caregivers and compare information and portrayals of breast-feeding/breastmilk with that of infant formula (IF) feeding.

Design

We conducted a content analysis of US BMS companies' websites. A codebook was created through an iterative process to identify messages and images about breast-feeding/breastmilk and IF feeding, including benefits or issues associated with each, and direct-to-consumer marketing practices that could discourage breast-feeding.

Setting

Data were collected in 2019-2020 and analysed in 2020-2021 for US websites of five IF manufacturers.

Participants

The websites of Similac, Enfamil and Gerber, which collectively represent

SUBMITTER: Pomeranz JL 

PROVIDER: S-EPMC10346044 | biostudies-literature | 2023 May

REPOSITORIES: biostudies-literature