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Formula marketing in the information age: a moving target

€

I am co-owner of the Arizona Breastfeeding
Center

€

For teaching purposes, this presentation
contains images that are not in compliance
with the International Code of Marketing of
Breastmilk Substitutes (The WHO Code) and
does not constitute an endorsement.

€

I am not a Code expert

€

I am passionate about supporting moms and
babies

July 2006
Baby Friendly
Hospital
S
San
Diego,
Di
CA
CA…

© Jeremy Babendure 2006
© Jeremy Babendure 2016

© 2016 Jennie Bever Babendure PhD IBCLC
For individual use of iLactation's Breastfeeding: passion and biology participants only

© Jennie Bever Babendure 2016

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Formula marketing in the information age: a moving target

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Source: Radha Sadacharan, Xena Grossman, Stephanie
Matlak, and Anne Merewood. Hospital Discharge Bags and
Breastfeeding at 6 Months: Data from the Infant Feeding Practices
Study II. J Hum Lact February 2014 30: 73-79.

€

Not a single Ad….

€

I didn’t join Facebook until 2008

© Jennie Bever Babendure 2016

© 2016 Jennie Bever Babendure PhD IBCLC
For individual use of iLactation's Breastfeeding: passion and biology participants only

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© Jennie Bever Babendure 2016

© Jennie Bever Babendure 2016

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Formula marketing in the information age: a moving target © Jennie Bever Babendure 2016 © Jennie Bever Babendure 2016 © Arizona Breastfeeding Center 2015 © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 3 .

Formula marketing in the information age: a moving target The Code covers the marketing of: › Infant formulas › Items that replace breastmilk including water. teas. juice. homemade formulas › Food directly marketed for babies younger than 6 months. › Feeding bottles and their nipples (teats) Used with permission from Norma Escobar The Code requires: › No advertising i i off products to the public i › No free samples › No promotion of products in health care facilities including free or low-cost formula › No company representatives advise families › No gifts or samples to health care workers › No idealizing artificial feeding › Information on artificial feeding should explain benefits of breastfeeding as well as the costs and hazards associated with artificial feeding Never made Law No penalty for noncompliance Used with permission from Norma Escobar © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 4 .

Formula marketing in the information age: a moving target © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 5 .

Formula marketing in the information age: a moving target © Jennie Bever Babendure 2016 How much infant formula marketing does 1 US mother receive? Source: Nina mala by Arturo J. Paniagua .0 Generic License. © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only © AZSciTech Festival 2011 © Arizona Breastfeeding Center 2015 6 . This work is licensed under a Creative Commons Attribution-ShareAlike 2.

Formula marketing in the information age: a moving target Inclusion Criteria: € Where was the marketing g coming g from? € How much marketing was being sent? € When was the marketing being sent? Received from 5 weeks of pregnancyp g y 1 year postpartum € What was the marketing telling new parents? Timeframe: 2/2011-10/2012 Print. email or samples © Arizona Breastfeeding Center 2015 © Arizona Breastfeeding Center 2015 Considerations: Changed providers (OB to a OB/CNM) at 14 weeks Changed providers again (OB/CNM to freestanding birth center/CNM) at 30 weeks Baby born in a freestanding birth center *May have reduced the amount of marketing received from Healthcare Providers © Jennie Bever Babendure 2015 © Arizona Breastfeeding Center 2015 © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 7 .

Formula marketing in the information age: a moving target € Healthcare Providers € Direct Mail € B b R Baby Registries i ti € Email © Jennie Bever Babendure 2015 Not an endorsement! © Arizona Breastfeeding Center 2015 Not an endorsement! Similac:4 bottles(8oz) Enfamil:1 can powder (makes 52oz) Not an endorsement! © Jennie Bever Babendure 2015 © Jennie Bever Babendure 2015 © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 8 .

Formula marketing in the information age: a moving target Not an endorsement! Not an endorsement! Not an endorsement! © Jennie Bever Babendure 2015 © Jennie Bever Babendure 2015 © Jennie Bever Babendure 2015 Not an endorsement! Not an endorsement! © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 9 .

Formula marketing in the information age: a moving target Not an endorsement! Not an endorsement! Not an endorsement! © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 10 .

Formula marketing in the information age: a moving target Not an endorsement! Not an endorsement! © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only Not an endorsement! Not an endorsement! 11 .

Formula marketing in the information age: a moving target Pediatric Visit: 4 months Not an endorsement! Enfamil Formula Ads Formula Feeding Info (pgs) 6 Associated Brands 14 9 Coupons for Other Items 3 Fluid Formula (# bottles) 1 2 4 Branded Swag 3 Magazines © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 6 30 Breastfeeding Info (pgs) Pediatric Visit: 4 months Similac 28 2 Pediatric Careplan 1 Powder (cans) 1 Coupons for Formula 0 © Jennie Bever Babendure 2016 12 .

Formula marketing in the information age: a moving target Babies R US Registry Coupon Value Ads © Jennie Bever Babendure 2016 © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only $10 BuyBuy Baby Registry $3 36 14 © Jennie Bever Babendure 2016 13 .

Formula marketing in the information age: a moving target Not an endorsement! Not an endorsement! © Jennie Bever Babendure 2015 Formula (#pkgs) 4488 Coupons ($) $96 Ads (#) Mailings (#) $41 112 $81 54 133 15 713 © Jennie Bever Babendure 2015 Not an endorsement! 0 50 100 From Similac © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 150 From Enfamil 200 250 300 From Babies R Us 14 .

Formula marketing in the information age: a moving target Not an endorsement! © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 15 .

Formula marketing in the information age: a moving target Not an endorsement! Not an endorsement! Not an endorsement! © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 16 .

Formula marketing in the information age: a moving target Not an endorsement! Not an endorsement! 600 500 400 Similac Enfamil 300 Formula Total 200 100 0 Number of Mentions © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 17 .

© 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 18 . 2015 Dec.36(4):373-86.” Source: Piwoz EG.Food Nutr Bull. Marketing to Women. Vol XXIV Nov 2011. $4. © Jeremy Babendure 2006 Expectant parents spend avg.294 preparing p p g for baby USA 2011 Source: Anita Frazier. Expectant Moms Spend Thousands. Huffman SL. with most spending happening after baby is born.Formula marketing in the information age: a moving target “Advertisements influence social norms– Oz equivalents of Formula Coupon Value Ads 0 HealthCare Providers Baby Registry Direct Mail Email 200 400 600 800 1000 Ads Coupon p Value Oz equivalents of Formula 72 18 60 50 299 567 13 218 0 0 624 0 © Jennie Bever Babendure 2016 --or the shared understanding of behavior within a social group— by illustrating that the behavior is common and accepted in the population. The Impact of Marketing of Breastmilk Substitutes on WHO Recommened Breastfeeding Practices.

28(3):380-388. 2004. Investing in breastfeeding – the world breastfeeding costing initiative. Marketing to Women. Target Marketing Magazine. Vol XXIV Nov 2011. June 1. Holla-Bhar R. Gupta A. Palaniappan A. Source: Feldman-Winter L. doi:10. Sharon.000 on baby products within the baby’s first year (2004) 90 Diapers 59 89 Infant Clothing Global sale of infant formula $40 Billion (2013) 53 61 58 Formula/Baby Food Source:s Cole. with most spending happening after baby is born. Iellamo A. Grossman X. http://www. International Breastfeeding Journal.targetmarketingmag. Removal of industry-sponsored formula sample packs from the hospital: does it make a difference? J Hum Lact. Market Focus: Expectant Mothers. € € Mothers who did not receive formula containing discharge bags 58% more likely to exclusively breastfeed at 6 mo. Dadhich JP. Expectant Moms Spend Thousands. 2012. et al.Formula marketing in the information age: a moving target € € USA: Average couple spends $14.com/article/market-focusexpectant-mothers-28713/all/ accessed 4/20/16 0 50 100 Source: Anita Frazier. 2015. then to a practice associated with a free standing birth center at 30 weeks 19 .1186/s13006-015-0032-y. Smith JP. Purchased in past 6 months Expect to Purchase in next 6 Months My numbers are likely an underestimate of the total amount of marketing most US mothers receive › I switched to a © Arizona Breastfeeding Center 2015 © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only © Jeremy Babendure 2012 midwifery practice at 10 weeks.10:8.

Formula marketing in the information age: a moving target Not an endorsement! Used with permission from Unlatched Not an endorsement! Used with permission from Unlatched Not an endorsement! © Jennie Bever Babendure 2014 Not an endorsement! © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only © Jennie Bever Babendure 2014 20 .

Formula marketing in the information age: a moving target Advertisers continue Marketing methods toshifting add rapidly more Advertisers continue to add online ads more online ads to theirto marketing their efforts marketing efforts Not an endorsement! Not an endorsement! Not an endorsement! © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 21 .

Formula marketing in the information age: a moving target Not an endorsement! Used with the permission of Jodine Chase and Ted Greiner Not an endorsement! Not an endorsement! © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 22 .

2015 Dec. industry with incredible sophistication € ~$4-6 $4 6 Billion spent worldwide each year to market infant formula € ~$2. © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 23 . The Impact of Marketing of Breast-Milk Substitutes on WHO-Recommended Breastfeeding Practices. Epub 2015 Aug 27.36(4):373-86. Huffman SL2.Formula marketing in the information age: a moving target Not an endorsement! € Parents are being HEAVILY marketed to by the infant formula industry. Piwoz EG1.3 Million? spent on breastfeeding promotion (2005) Food Nutr Bull.1177/0379572115602174. doi: 10.

Formula marketing in the information age: a moving target € Companies can reach their target audience with more precision. for less $$ Not an endorsement! Used with permission from Unlatched © Arizona Breastfeeding Center 2015 © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only © Arizona Breastfeeding Center 2015 24 .

ibfan.com. JJodine di Ch Chase Rachelle Lesteshen (Unlatched) Norma Escobar › WORLDWIDE: International Baby Food Action A ti Network N t k (IBFAN) att www.org/code_watch_form.Formula marketing in the information age: a moving target How to Report Code Violations: › USA: Marsha Walker. #WHOCode € Friends of the WHO Code on Facebook € © Arizona Breastfeeding Center 2015 © 2016 Jennie Bever Babendure PhD IBCLC For individual use of iLactation's Breastfeeding: passion and biology participants only 25 . National Alliance for Breastfeeding Advocacy at marshalact@aol.