2010 - International Lactation Consultant Association

Boston University School of Medicine
88 E Newton St, Vose 3
Boston, MA 02118
617-414-6466; anne.merewood@bmc.org
ABSTRACT
Background: Infant feeding information is widespread in the media, through advertising, news,
opinion pieces and instructional articles. The Infant Feeding Practices Study II (IFPS II), was a
US-based longitudinal, mail-in survey conducted by the FDA from 2005-2007, to document
infant practices through year 1 of life.
Objectives: Determine: (1) Exposure among pregnant women to infant feeding information in
the media; and (2) Impact of exposure on breastfeeding behavior in the hospital.
Methods: Exposure and infant feeding status were assessed through questionnaires asked
prenatally and at one month postpartum.
Results: 84% (3959/4688) of pregnant women reported exposure to breastfeeding information
in the media; 90% (4219/4688) reported exposure to formula information and 8% (373/4688)
reported no exposure. More women saw formula information than breastfeeding information in
all media; in TV, 71% of women were exposed to formula but only 34% to breastfeeding
information. In-hospital breastfeeding initiation was 85%; exclusivity was 43%. After
multivariate logistic regression, exposure to breastfeeding information was associated with
increased initiation (AOR 2.64; 95% CI 1.78-3.91) and exclusivity (AOR 1.4; 95% CI 1.03-
1.89); exposure to formula feeding information was associated with lower initiation (AOR 0.43;
95% CI 0.24-0.76); and exclusivity (AOR 0.66; 95% CI 0.45-0.96). The association existed
despite a considerable overlap in exposure.
Conclusion: Prenatal exposure to infant feeding information in the media is strongly associated
with breastfeeding patterns in the hospital.
BANNING THE BAGS: ENCOURAGING TRENDS IN HOSPITAL-BASED FORMULA SAMPLE
PACK DISTRIBUTION
Radha Sadacharan, BA; Xena Grossman, RD, MS; Marsha Walker, RN, IBCLC; Alison Stuebe,
MD, MSc; Melissa Bartick, MD; Amelia Psmythe; Anne Merewood, MA, MPH, IBCLC
The Breastfeeding Center, Boston Medical Center
88 E Newton St, Vose 3
Boston, MA 02118
617-414-6466; radha.sadacharan@bmc.org
ABSTRACT
Background: In 2007, researchers completed a national survey to assess distribution of formula
sample packs in US hospitals. Ban the Bags is a national movement aimed at eliminating sample
pack distribution. In 2009 researchers performed a new study to assess possible changes in
practice.
Objective: To determine whether changes have occurred in sample pack distribution practice
since 2007.
Methods: In 2007, we called all US hospitals to obtain data. In 2009 we relied on self-report:
when a hospital recorded removal of sample packs to Ban the Bags, a research assistant called
the hospital’s maternity service for verification, then added the hospital to the list of “bag free”
sites.