The University of Rochester School of Medicine is calling for hospitals, physician offices and prenatal clinics to toss all advertisements and promotional materials for
infant feeding formulas. Citing a recent study conducted at the university, researchers believe marketing materials from formula companies could be linked to a significant
decrease in the number of women who breastfeed their babies in the first two weeks of life.
The study found that 54% of the women surveyed opted to breastfeed. The women who had been exposed to commercial material about formula were approximately five times more
likely to stop breastfeeding before they left the hospital and also were more likely to stop breastfeeding within two weeks.
To determine how advertising affected the decision to breastfeed and the length of time women were willing to breastfeed, the research team randomly distributed either
commercial literature from formula companies or general health information to 547 pregnant women at their first prenatal visit.
Why all the fuss about formula? Breast milk is widely considered by medical experts to be the best way to feed an infant.The American Academy of Pediatrics recommends that
mothers breastfeed their babies for at least the first year.
The study is published in the February issue of Obstetrics & Gynecology.
(University of Rochester School of Medicine, 716/275-2141)