Advertising and marketing of foods for breastfeeding babies and infants in early childhood: regulation as a responsibility of the Brazilian state

Abstract

This study mapped regulatory strategies aimed at the advertising and marketing of foods for breastfeeding babies and infants in early childhood. The discussion was conducted under an intervention bioethics lens, adopting a qualitative methodology, as well as gaining an overview and analyzing Brazilian legislative documents on the matter. The legal framework is recent and broad; considering the low rates of breastfeeding, and indicators related to the early and inadequate introduction of complementary food, it is clear that there is the need for educative and regulatory measures over food production, marketing and advertising in Brazil. This logic is corroborated by the intervention bioethics framework, aimed at reducing the vulnerabilities and improving childhood protection.

Keywords

• criança
• proteção
• regulação
• alimentos
• bioética