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CONFERENCE PROCEEDING
Investigating the marketing of infant feeding bottles designed to replicate breastfeeding and the evidence that underpins them
1
Liverpool John Moores University, Midwifery, Liverpool, United Kingdom
2
Liverpool, Midwifery, Liverpool, United Kingdom
Eur J Midwifery 2026;10(Supplement 1):A19
ABSTRACT
BACKGROUND:
The latest Lancet 2023 Breastfeeding Series emphasises how global exploitative marketing of formula milk has a catastrophic impact on breastfeeding. Scant attention however has been given to the marketing of infant feeding bottles and teats and their claimed equivalence to breastfeeding. Such bottles are marketed as being interchangeable with breastfeeding. However, the introduction of a bottle to a breastfed baby can lead to reduced breastfeeding duration and early breastfeeding cessation.
OBJECTIVES:
To appraise the evidence that underpins bottles and teats marketed in the UK to replicate breastfeeding
METHODS:
We searched online to identify the most popular bottles marketed for breastfeeding in the UK and imported respective marketing materials into NVivo11 for data analysis. We coded data in relation to features of bottles associated with breastfeeding and used Joanna Briggs Institute critical appraisal tools to appraise the evidence used to underpin the bottle features.
RESULTS:
We identified ten bottle brands and eight main advertised features of bottles that claimed to align to breastfeeding. Features included bottles that simulated the human breast, imitated breastfeeding physiology and aided combined breast and bottle feeding. However, scientific evidence to support the bottle features was scarce, misleading, and inadequate.
CONCLUSIONS:
Infant feeding bottles are being marketed as equivalent to breastfeeding which contravenes the WHO Code. In addition, scientific evidence used to support features of these bottles is almost non-existent. This is not an issue exclusive to the UK, given that the bottles are marketed globally. Research on the impact of the marketing of bottles and teats on breastfeeding and more effective controls of advertising are needed to prevent a detrimental impact on breastfeeding.
KEY MESSAGE:
Infant feeding bottles and teats are being marketed as‘equivalent’ to breastfeeding The scientific evidence used to underpin claims around the bottle and teat features is extremely limited, almost universally of low quality and at times misleading. Breastfeeding - context
The latest Lancet 2023 Breastfeeding Series emphasises how global exploitative marketing of formula milk has a catastrophic impact on breastfeeding. Scant attention however has been given to the marketing of infant feeding bottles and teats and their claimed equivalence to breastfeeding. Such bottles are marketed as being interchangeable with breastfeeding. However, the introduction of a bottle to a breastfed baby can lead to reduced breastfeeding duration and early breastfeeding cessation.
OBJECTIVES:
To appraise the evidence that underpins bottles and teats marketed in the UK to replicate breastfeeding
METHODS:
We searched online to identify the most popular bottles marketed for breastfeeding in the UK and imported respective marketing materials into NVivo11 for data analysis. We coded data in relation to features of bottles associated with breastfeeding and used Joanna Briggs Institute critical appraisal tools to appraise the evidence used to underpin the bottle features.
RESULTS:
We identified ten bottle brands and eight main advertised features of bottles that claimed to align to breastfeeding. Features included bottles that simulated the human breast, imitated breastfeeding physiology and aided combined breast and bottle feeding. However, scientific evidence to support the bottle features was scarce, misleading, and inadequate.
CONCLUSIONS:
Infant feeding bottles are being marketed as equivalent to breastfeeding which contravenes the WHO Code. In addition, scientific evidence used to support features of these bottles is almost non-existent. This is not an issue exclusive to the UK, given that the bottles are marketed globally. Research on the impact of the marketing of bottles and teats on breastfeeding and more effective controls of advertising are needed to prevent a detrimental impact on breastfeeding.
KEY MESSAGE:
Infant feeding bottles and teats are being marketed as‘equivalent’ to breastfeeding The scientific evidence used to underpin claims around the bottle and teat features is extremely limited, almost universally of low quality and at times misleading. Breastfeeding - context
| eISSN: | 2585-2906 |
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