Commercial infant foods and lactation devices: Marketing, misuse, and mortality

Background: Studies showing that lack of breastfeeding and less than exclusive breastfeeding are associated with excess morbidity and mortality have increased significantly in recent decades. Concurrently, marketing of products that disrupt or displace breastfeeding has been increasingly successful. While it is arguable that the marketing has had positive economic impact, an additional result has been the over-use of products that can disrupt early and exclusive breastfeeding. In addition, policies that protect against misuse and irresponsible marketing, such as the International Code of Marketing of Breast-milk Substitutes, have been the focus of attack by the commercial sector in many countries at the legal and global political levels. Methods: Using available data on trends, marketing and policies, and experiences of the author, this presentation will cover some examples of practices that may not serve the best health interests of the public. In addition, trends in milk pumps marketing and related product use, and alternatives to the over/misuse of these products will be presented. Discussion: Public policy that supports the availability of these products for use when needed, while minimizing false public perceptions of need, the associated actions needed to protect the public, and the reality of the timeline necessary for major social change are considered. Conclusion: Marketing practices associated with infant feeding may have led to population norms that are not in the best interest of maternal and child health. Public policy can and must be developed to reduce potential harmful health outcomes that result from over/misuse of these products.