Understanding the marketing of BMS in China through pregnant women and new mothers' diary.

ABSTRACT:

Background

Despite strong evidence supporting breastfeeding's benefits for maternal and child health, breastfeeding rates (e.g. any breastfeeding, exclusive breastfeeding for the first six months etc.) in China are still suboptimal. The pervasive marketing of breast-milk substitutes (BMS) plays a significant role. Yet research on BMS marketing-especially in China-is scarce, and a clear characterization of the channels and underlying themes through which pregnant women and new mothers encounter such advertising is critical for informing effective regulation of BMS promotions, advancing breastfeeding practices and ultimately improving maternal and child health.

Methods

A marketing diary approach was employed in a one-week pilot study involving 20 participants in Beijing and Ji

SUBMITTER: Chi R 

PROVIDER: S-EPMC12505865 | biostudies-literature | 2025 Oct

REPOSITORIES: biostudies-literature