Prevalence of Infant Formula Advertisements in Parenting Magazines Over a 5-Year Span

IntroductionMarketing of infant formula contributes to a decreased likelihood to breastfeed. This study established the prevalence of infant formula advertisements in two popular US parenting magazines and explored trends in infant formula advertisement prevalence from 2007 to 2012.MethodsAdvertisements were analyzed using a comprehensive coding schematic.ResultsWe established a high proportion of 0.43 advertisements per page of content in both magazines and observed a significant increase in infant formula advertisement prevalence beginning in 2009.ConclusionsInfant formula companies use aggressive marketing in parenting magazines. Nurses who are well-trained in breastfeeding best practices can offer new mothers evidence-based information on the benefits of breastfeeding.