On-line version ISSN 1669-2381
VALLONE, Fernando. Small great customers: the advertising of breastmilk substitutes in two Argentinean pediatric journals between 1977 and 2006. Salud Colectiva [online]. 2009, vol.5, n.1, pp. 87-105. ISSN 1669-2381. http://dx.doi.org/10.1590/S1851-82652009000100006.
For decades strategies for marketing of breast milk substitutes (BMS) have discouraged the practice of breastfeeding. With the sanction of the International Code of Marketing of Breast-milk Substitutes (ICMBS) from the World Health Organization in 1981, sector's companies reacting for not loosing "clients". BMS advertisements and related products which appeared in the two most important pediatric journals in Argentina published between 1977 and 2006, were evaluated. This research found product advertising and not "scientific and objective" information as the ICMBS requires; only 2,7% of these advertisements had references, while images and commercial messages were frequently used, being the code compliance of 24,1%. Regarding the variety of products advertised, it went from two types of formulas before 1981 to nine, while were generated 17 new indications for its use. We emphasize the process of medicalization suffered, the link between scientific journals and companies of BMS, the lack of scientific rigor in the information provided to health care professionals and the need to legitimize legal standards sanctioned.
Keywords : Breast Feeding; Breast-Milk Substitutes; Infant Formula; Food Publicity; Argentina.