Exposure to infant feeding information in the media during pregnancy is associated with feeding decisions postpartum

Background: Infant feeding information is widespread in the media, in the form of advertising, news, opinion pieces and instructional articles. The Infant Feeding Practices Study II (IFPS II), was a US-based longitudinal, mail-in survey conducted from 2005-2007 to document infant practices through year 1 of life. Objectives: Determine: (1) Exposure among pregnant women to infant feeding information in the media; (2) Association between exposure and breastfeeding behavior postpartum. Methods: Exposure and infant feeding status were assessed through questionnaires asked prenatally and at one month postpartum. Results: 2% (99/4773) of pregnant women reported exposure only to breastfeeding information in the media; 8% (368/4773) reported exposure only to formula information, 82% (3933/4773) reported exposure to both, and 8% (373/4773) reported no exposure. In-hospital breastfeeding initiation was 85%; exclusivity was 43%. In univariate analysis, seeing only breastfeeding information was significantly associated with increased likelihood of breastfeeding initiation (OR 6.25; 95%CI 1.46-26.74) but not with increased exclusive breastfeeding. Seeing only formula feeding information was not associated with initiation, but was associated with a lower likelihood of exclusive breastfeeding (OR 0.68; 95% CI 0.46-0.99). After multivariate logistic regression, exposure to only breastfeeding information was associated with increased initiation (AOR 4.86; 95% CI 0.99-23.77) but not with exclusive breastfeeding. Exposure to only formula feeding information was significantly associated with lower initiation (AOR 0.50; 95% CI 0.27-0.94), but not with exclusive breastfeeding. Conclusion: The type of infant feeding information that women report seeing in the media is associated with likelihood of breastfeeding initiation postpartum.