RESUMO
OBJECTIVE: To analyze if milk and complementary foods are being sold under the Brazilian Code of Marketing of Infant and Toddler's Food, Teats, Pacifiers and Baby Bottles (NBCAL), Law 11265/2006 of breastfeeding protection. METHODS: Epidemiological survey that analyzed the marketing practices of pharmacies, supermarkets, and department stores in the Southern region of the city of Rio de Janeiro, Brazil, by direct observation. RESULTS: Among the 349 stores in Rio de Janeiro's South Region, 339 traded milk and complementary foods and, among them, 60.8% were not complying with NBCAL. Infractions to NBCAL were more common for the selling of milk (58.6%) than complementary foods (22.8%). The most recurrent promotion strategy infringing NBCAL was discount pricing without the Ministry of Health disclaimer. CONCLUSIONS: Most retail stores infringe NBCAL in the commercialization of milk and complementary foods in the city of Rio de Janeiro, Brazil, a violation of the right to information that may impact mothers' choice regarding their child's feeding.
Assuntos
Aleitamento Materno , Leite , Animais , Brasil , Feminino , Humanos , Lactente , Alimentos Infantis , MarketingRESUMO
ABSTRACT Objective: To analyze if milk and complementary foods are being sold under the Brazilian Code of Marketing of Infant and Toddler's Food, Teats, Pacifiers and Baby Bottles (NBCAL), Law 11265/2006 of breastfeeding protection. Methods: Epidemiological survey that analyzed the marketing practices of pharmacies, supermarkets, and department stores in the Southern region of the city of Rio de Janeiro, Brazil, by direct observation. Results: Among the 349 stores in Rio de Janeiro's South Region, 339 traded milk and complementary foods and, among them, 60.8% were not complying with NBCAL. Infractions to NBCAL were more common for the selling of milk (58.6%) than complementary foods (22.8%). The most recurrent promotion strategy infringing NBCAL was discount pricing without the Ministry of Health disclaimer. Conclusions: Most retail stores infringe NBCAL in the commercialization of milk and complementary foods in the city of Rio de Janeiro, Brazil, a violation of the right to information that may impact mothers' choice regarding their child's feeding.
RESUMO Objetivo: Analisar se leites e alimentos de transição estão sendo comercializados de acordo com a Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância, Mamadeiras, Bicos e Chupetas (NBCAL), Lei n. 11.265/2006, de proteção ao aleitamento materno. Métodos: Inquérito epidemiológico que analisou as práticas de promoção comercial de leites e alimentos de transição em um censo de farmácias, supermercados e lojas de departamento da Zona Sul da cidade do Rio de Janeiro, por meio de observação direta. Resultados: Dos 349 estabelecimentos da Zona Sul, 339 comercializavam leites e alimentos de transição e, destes, 60,8% faziam promoção comercial em desacordo com a NBCAL. Mais da metade dos estabelecimentos (58,6%) tinha leites e 22,8%, alimentos de transição vendidos em inconformidade com a NBCAL. A estratégia de promoção comercial mais praticada foi o desconto no preço sem a frase informativa preconizada pelo Ministério da Saúde. Conclusões: A maior parte dos estabelecimentos comerciais infringe a NBCAL na comercialização de leites e alimentos de transição, configurando uma violação ao direito à informação que pode impactar na escolha das mães quanto à alimentação de seus filhos.