This work aimed to evaluate advertisement of baby food, rubber nipples, pacifiers and nursing bottles through newspapers as well as on TV, radio, and the internet, in order to check whether the 'Brazilian Norm for Commercialization of Food for Nursling and Children of First Infancy, Rubber Nipples, Pacifiers and Nursing Bottles' (Norma Brasileira de Comercialização de Alimentos para Lactentes e Crianças de Primeira Infância, Bicos, Chupetas e Mamadeiras - NBCAL) has been complied. Samples of all the items above were acquired at discount and department stores to check whether labeling was in compliance with the NBCAL. The development of this research as well as the analyses of commercial promotion were carried out in Juiz de Fora - state of Minas Gerais, from May to July 2006, using convenient, non-representative sampling composed of 680 pieces of advertisement. The results obtained through descriptive statistics showed that 564 of the 680 samples analyzed, or 83.0%, did not meet the NBCAL. Irregularities were detected in 100% of the samples advertised on the media and found in hospitals and drugstores; in 70.1% of the samples purchased at supermarkets, in 37% of those from medical clinics and in 86.6% of those found on the internet. The evidences showed that monitoring must be carried out continuously and educational campaigns on the importance of breast-feeding for the full development of children must be addressed to mothers, the food industry and commercial establishments.
Publicity; Publicity; Advertisement; Advertisement; Childish ware
