COMMERCIAL PROMOTION OF PRODUCTS THAT COMPETE WITH MATERNAL BREASTFEEDING IN COMMERCIAL ESTABLISHMENTS IN THE CITY OF MACAÉ, RJ

Abstract

Objective: to analyze the scenario of the city of Macaé in the commercialization of infant formulas and childcare products, according to the context of the Brazilian Standard for Commercialization of Infant Food (NBCAL). Method: A descriptive, cross-sectional and observational research, between February and May 2022, through a census in pharmacies, supermarkets and baby layette stores that sell products covered by NBCAL. The analysis was carried out by direct observation at three different times and in the same commercial establishment, with an interval of one week between visits. Results: Ten commercial establishments were evaluated (2 baby layette stores, 4 pharmacies and 4 supermarkets). No infringement was found in the trousseau stores for any of the analyzed products, while pharmacies and supermarkets had at least one type of infringement. Pharmacies were the establishments with the worst analysis, as all (100%) presented some type of infraction for infant formulas and 50% for teats, pacifiers, bottles and nipple shields. As for supermarkets, only one (25%) presented an infraction for both analyzed products. Conclusion: The study showed that the establishments carried out illegal commercial promotion of infant formulas and related products, which demonstrates the importance of local training and of establishment employees regarding NBCAL, to guarantee the protection of breastfeeding.