Cos'è quel 2? La pubblicità delle formule di proseguimento nella percezione delle donne italiane

Adriano Cattaneo, Paola Pani, Claudia Carletti, Margherita Guidetti, Valentina Mutti, Cecilia Guidetti, Alessandra Knowles, Chiara Barbiero, Marcella Montico, Margherita Locatelli, Stefania Conti, Edda Pellegrini, Ospedale Papa, Antonella Nespoli, Maria Enrica Bettinelli, Costanza De Gioia, Miriam Lelli, Rita Mascheroni, Irene Cetin, Paola PileriRita Gatti, Grazia Pompilio, Valentina Ortenzi, Laura Stronati, Angela Giusti, Antonietta Spadea, Iolanda Rinaldi, Laura Galluzzo, Patrizia Vadacca, Simona Sarta, Sergio Conti Nibali, Rosamaria Crisafulli, Roberto Conti Nibali, Francesco Corrado, Monica Garraffa, Maria Di Pasquale, Maria Caterina Gallo

Research output: Contribution to journalArticlepeer-review


Background: In most European countries advertisements of infant formula are forbidden, while those of follow-on formula are allowed. Recent researches carried out in Australia and Great Britain have suggested that advertisement of toddler formula is used by the producing industry as a line extension to promote infant and follow-on formulas. Objectives: The objective of the study is to assess how advertisements of follow-on formulas are perceived by pregnant women and mothers in Italy. Materials and Methods: The study was carried out in 8 cities of the North, Centre and South of Italy and had two components: 1) a quantitative analysis of 562 self-administered questionnaires for mothers of children under 3 years of age, to explore their exposure to and perception of formula advertisements; 2) a qualitative analysis of 80 in-depth semi-structured interviews to 80 pregnant women, in their 32-36 weeks of gestation with no other children, on their understanding and perception of two advertisements for follow-on formulas. Results: Asked in the self-administered questionnaires whether they had ever come across advertisements of infant formulas, 81% of mothers reported that they had, despite the fact that such advertisements are prohibited by law. The qualitative interviews to pregnant women showed their inability to identify the advertised products at first glance due to the ambiguity of the numeral 2 and the presumed age of the portrayed babies; this confusion did not disappear after careful observation of the advertisements and reading of the text. Conclusions: Advertisements of follow-on formulas are perceived by many pregnant women and mothers as promoting infant formulas.

Original languageItalian
Pages (from-to)177-182
Number of pages6
JournalMedico e Bambino
Issue number3
Publication statusPublished - Mar 1 2016

ASJC Scopus subject areas

  • Pediatrics, Perinatology, and Child Health

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