Perceptions of Media and Advertisements on Breastfeeding Decisions of Mothers in Turkey: A Qualitative Study.

Background: Media and advertising significantly shape mothers' infant feeding decisions, influencing whether to breastfeed or formula feed. Understanding these influences is crucial for promoting informed feeding practices.

Research aim: This study explored how media and advertisements influence Turkish mothers' decisions regarding breastfeeding or formula feeding.

Methods: This qualitative study, in which a phenomenological design was used, was conducted with 20 mothers of 0-12-month-old infants who were followed up in the healthy child clinic of a public hospital in the Bursa province located in the South Marmara region of Turkey. Descriptive characteristics were collected and semi-structured interviews were carried out and analyzed thematically.

Results: We identified four main themes: mothers' use of media apps, factors influencing breastfeeding, the influence of media and advertising on feeding choices, and mothers' expectations of media and health professionals. Mothers reported using the media to share their experiences of infant development and breastfeeding. They reported that the media often showed celebrities promoting infant formula, and this, combined with advice from health professionals and family members, strongly influenced their feeding decisions. Mothers emphasized the need for the media to take a more positive approach to promoting breastfeeding.

Conclusion: Reducing the impact of formula advertisements and offering accurate breastfeeding information through social media could better support mothers' feeding decisions. Health information would be clearer if policymakers and healthcare professionals prioritized regulating infant formula advertising and promoting breastfeeding on social platforms. Family health center professionals play a crucial role in comprehensive breastfeeding counseling.