Violações na comercialização de fórmulas infantis para lactentes em estabelecimentos comerciais de Maceió - Alagoas

Abstract

Introduction: The Brazilian Norm for the Marketing of Foods for Infants and Young Children, Nipples, Pacifiers, and Bottles (NBCAL) aims to protect breastfeeding. However, it is observed that there are violations that expose mothers and children to the abusive advertising of products that compete with breastfeeding. Objective: Identifying infractions of the NBCAL in the marketing of infant formula and follow-up formula in commercial establishments in the city of Maceió-AL. Methodology: An observational and descriptive research was conducted through visits to commercial establishments (supermarkets and pharmacies) located in different neighborhoods of the city of Maceió-AL to assess compliance with the NBCAL. Results: Out of the 126 establishments included in the study, 27 showed infractions, accounting for 21.4% of the total. Among the visited establishments, 19.8% of pharmacies and 25.7% of supermarkets presented infractions, indicating that supermarkets exhibited more improper commercial advertising. The predominant commercial strategy was price discounting, but there was also evidence of special display and the combination of discount and special display. The two types of formula analyzed in the research showed similar rates of infractions. Conclusion: It was established the non-compliance of regulations aimed at protecting breastfeeding in some commercial establishments in Maceió-AL, highlighting irregularities regarding the NBCAL.