Pregnant women and mothers of infants are the target audience for advertisements of artificial breastfeeding replacements, also known as infant formula. Although infant formula #1 marketing is outlawed in the Netherlands, following the International WHO Code, marketing for #2 and #3 flourishes and they are more or less identical to #1 in lay-out and claims. Infant formula manufacturers claim all kinds of health profits for children that are fed their product. This kind of claiming health benefit through food is prohibited and may cause parents to make infant feeding choices based upon wrongful information. Infant formula being a health hazard rather then it offering health benefits would be a better kind of information for parents, that should be shared with them by their health care providers. Health care providers themselves, however, are still not all completely convinced that this is the matter. This may very well be caused by the fact that infant feeding research often go from the hypothesis that infant formula is the norm, rather than formulate report titles and research-questions around the hazards of not-breastfeeding.
Stang J, Hoss K, Story M: Health Statements Made in Infant Formula Advertisements in Pregnancy and Early Parenting Magazines: A Content Analysis. ICAN 2010, 2:16-25.
Smith J, Dunstone M, Elliott-Rudder M: Health Professional Knowledge of Breastfeeding: Are the Health Risks of Infant Formula Feeding Accurately Conveyed by the Titles and Abstracts of Journal Articles? J Hum Lact August 2009 25: 350-358
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