Inadequação na promoção comercial de alimentos para lactentes segundo a NBCAL

Abstract

OBJECTIVE: To verify the enforcement and compliance with the Brazilian Norm for the Marketing of Foods, Nipple shields, Pacifiers, and Feeding Bottles for Infants and Young Children, regarding the advertising of theses products by drugstores and supermarkets in the Northwestern region of Goiânia, Brazil. METHODS: Cross-sectional study carried out in the Northwest Region of Goiânia in the month of March 2021. Commercial establishments were identified by means of a digital map of the northwest region, provided by the City Hall of Goiânia and the data were organized in a Microsoft Excel spreadsheet. The descriptive analysis of the data was carried out with relative and absolute frequency of pharmacies and supermarkets visited, the types of products most commercialized, the type of commercial promotion prohibited by norm. RESULTS: 18 drugstores and 19 supermarkets were visited. 100% of drugstores sold nipple shields, pacifiers and bottles, 89% fluid milks, milk powder, modified milks and similar of vegetable origin, 77.8% transition supplements based on cereals and 72% sold infant formulas. In supermarkets, 89.5% sold nipple shields, pacifiers, feeding bottles and cereal-based transition supplements, 79% fluid milks, milk powder, modified milks and similar of vegetable origin and 37% sold infant formulas. Five drugstores and one supermarket carried out commercial advertising prohibited by the norm. Posters were most frequently used, in 4 (80%) drugstores and 1 (20%) supermarket, followed by discount coupons and special displays, the latter two types of advertising being made only in drugstores. CONCLUSION: Most visited establishments complied with the norm. However, prohibited advertising was still found, and this can negatively influence breastfeeding practice. It should be emphasized that there is a law in force for more than three decades to combat and control the marketing of products that compete with breastfeeding.