This study, with the participation of Dr. Betzabé Tello, principal researcher at CISeAL, highlights the importance of addressing the impact of breast milk substitute (BMS) marketing in Ecuador and its influence on infant feeding practices. Through a comprehensive analysis, numerous violations of the International Code of Marketing of Breastmilk Substitutes are evidenced, including promotional strategies targeting both mothers and health professionals. The findings highlight significant gaps in the enforcement of existing regulations, particularly in traditional (TV, radio, print) and digital (social media) media advertising, product labeling, and interactions in health and commercial establishments. It is highlighted that 91% of mothers were exposed to advertising. Promotional activities for breast milk substitutes included giving free supplies (26.09%) and gifts (21.74%) to health professionals.
At the points of sale, 95% of the promotions offered discounts. Only 39% complied with nutrition and health labeling criteria. On TV, 2884 ads were aired in 16 air hours and 24 minutes, with an expenditure of $1,876,915.50 in three months, while on digital platforms 533,845 interactions were achieved, reaching an audience of 106,090,946. This article highlights the urgent need to strengthen national regulations and educate health professionals and the public to protect maternal and infant health and promote breastfeeding as an optimal feeding practice.
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