They push their products through me: health professionals’ perspectives on and exposure to marketing of commercial milk formula in Cape Town and Johannesburg, South Africa – a qualitative study
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Date
2022
Authors
Journal Title
Journal ISSN
Volume Title
Publisher
BMJ Publishing Group
Abstract
Objective To understand the views of public and private
sector health professionals on commercial milk formula,
to describe their exposure to companies that market
commercial milk formula within their workplaces and to
describe their awareness of South African (SA) regulations.
Design A qualitative study consisting of semistructured
interviews.
Setting The study was conducted in Cape Town and
Johannesburg, SA.
Participants Forty health professionals who had
regular contact with pregnant or postnatal women were
interviewed between February 2020 and February 2021.
Results Analysis of the interviews revealed six
themes. Health professionals in the private sector
reported frequent contact with industry representatives
with over two-thirds reporting exposure to industry
representatives to present products, provide training or
sponsor educational activities. Participants held strong
opinions regarding the equivalency of breastfeeding
to commercial milk formula citing information from
industry representatives and product packaging. Health
professionals were very knowledgeable on so-called
formulas for special medical purposes and these were
valued as solutions to infant feeding challenges. Of the 40
health professionals interviewed, less than half (19) had
ever heard of the SA regulation related to marketing of
breast milk substitutes (R991).
Conclusions This study demonstrates clearly that
health professionals, particularly in the private sector,
are exposed to and promote the use of commercial milk
formula among SA women. The findings of this study
should be used to catalyse policy responses, social
movements, consumer and professional association
action to strengthen monitoring and enforcement of
the Code regulations in order to protect breastfeeding
and support the optimal health and well-being of the
population
Description
Keywords
public and private sector health professionals, marketing, commercial milk formula, a qualitative study
Citation
Doherty, Tanya et al. “They Push Their Products through Me: Health Professionals’ Perspectives on and Exposure to Marketing of Commercial Milk Formula in Cape Town and Johannesburg, South Africa - a Qualitative Study.” BMJ open 12.4 (2022): e055872–e055872. Web.