The impact of marketing on healthy feeding in infancy and childhood

Anyone has responsibility for the own health and life styles. For the children, the responsibility is on their parents/guardians. Therefore, infants and children poses the greatest challenge for pediatricians and dentists, due to the impact of unhealthy food on the dentition and overall health. It is proven that marketing and promotion have great impact on streaming the mind to some life styles not solely to own, but to the offspring as well. In that regard, it is useful to discuss few strategies and actions in banning the marketing of unhealthy food, especially for infants and children, considering their potential to growth and development. Starting from the birth, infants are exposed to the social norms which could be useful or harmful. Marketing influences social norms by making formula being extensive, modern, and comparable to breast-milk. Clear evidence of a negative impact is found when breast-milk substitutes are provided for free in maternity facilities, promoted by health workers and in the media. Marketing remains widespread even in countries that have adopted the International Code of marketing of breast-milk substitutes to restrict such activities, and to promote breastfeeding as the best choice for healthy growth and development, and preventing many diseases later in life. The International Code is not legally enforceable, companies are only subject to legal sanctions for failing to abide by the Code if it has been incorporated into the legislature on national level. Over hundred countries have fully or partially adopted the Code, and some made few provisions. Others, have no legislation on baby food marketing at all. Other issue is marketing of junk food, proven to be harmful to growth, development, dentition and overall health. Some Governments have banned marketing and selling such food nearby kindergartens and schools. These activities were proven effective in improving feeding practices in childhood. Key words: marketing; breast-milk; milk formula; health; dentition; diseas