Marketing formula to expecting moms can influence those
women to quit breastfeeding early on, a new study has found. Free
formula samples and promotional materials, which are prohibited by the
World Health Organization to be distributed in health care facilities,
are finding their way into U.S. obstetricians' offices. And
researchers have learned that the free samples and promotional
materials are greatly impacting a woman's decision to wean.
Researchers from the University of Rochester School of Medicine
randomly distributed commercial formula marketing materials or
non-commercial breastfeeding materials to 444 women who were at their
doctors' offices for prenatal visits. Researchers then followed up
with the women at 2, 6, 12 and 24 weeks postpartum.
A study published in the February issue of Obstetrics & Gynecology
revealed the researchers' findings. Among the women who received
free formula samples and other commercial materials, there was a
five-fold increase in the number of women who quit breastfeeding while
still in the hospital. Also among the women who received the
commercial packs, there was also a two-fold increase in the amount of
women who quit within the first two weeks after birth. The researchers
found that in the long-term, there was no difference in breastfeeding
duration among the two groups of women.
The study shows that women are influenced by information they receive
from their doctors early in their pregnancies.
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