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Product images in parenting magazines may violate AAP recommendations

WASHINGTON — Nearly 16% of advertisements for children’s products in parenting magazines depicted images that contradicted health and safety recommendations from the AAP, according to data presented at the 2015 AAP National Conference and Exhibition.

“We know that many parents turn to parenting magazines for advice in providing care for their children; we also know that frequent exposure to health-related messages in advertisements can have an important impact on an individual’s health decisions,” Michael B. Pitt, MD, FAAP, from the University of Minnesota Masonic Children’s Hospital, told Infectious Diseases in Children. “Other researchers have shown that the majority of images of sleeping infants in magazines targeting women depicted them in unsafe sleeping positions in violation of the AAP’s recommendations for sudden infant death syndrome prevention.”

Michael B. Pitt

To determine the frequency of advertisements for children’s products that violated AAP recommendations in the two largest-circulation parenting magazines in the United States, Pitt and colleagues reviewed all advertisements for children’s products in those magazines between 2009 and 2014. The researchers evaluated whether the images or products were consistent with the published AAP recommendations. Ads that failed to support a recommendation were considered violations and classified according to the statement violated.

The researchers reviewed 3,218 advertisements (1,845 in 2009; 1,373 in 2014) of which 2,047 (63.6%) were for products intended for children.

“We were surprised to find that nearly one in six advertisements (15.7%) contained images or products inconsistent with AAP recommendations and that over half of these contradictions (58.6%) contained images that are potentially life-threatening, such as an infant sleeping on their stomach or using an infant walker,” Pitt told Infectious Diseases in Children.

The researchers identified 12 categories of AAP contradictions, ranging from potentially life-threatening misinformation to seemingly benign infractions, including non-FDA approved medical treatments, age-defined choking hazards, vitamins/supplements, cold medicine, infant formula, nutrition, oral care, screen time, sleep safety, fall risk, unsafe toys and water safety.

While there was no significant difference in the total percentage of violations between 2009 and 2014 (17.7% vs. 14.6%), researchers noted that several violation categories demonstrated significant decreases during the period, including nutrition, oral care, screen time and sleep safety.

“We were pleasantly surprised to see statistically significant drops in categories which have received media attention, including a near-elimination of the sleep safety violations, which made up 7.2% of the contradictions in 2009 with 19 advertisements, and was down to 0.8% in 2014 with one offense,” Pitt said. “This highlights the possible benefit of advocacy and awareness around the use of these images.”

Pitt recommended that the magazine editors consider basic screening of the advertising content to safeguard against conflicts with AAP recommendations before publication. – by Bob Stott 

For more information:

Pitt MB. Abstract 28811. Presented at: AAP National Conference and Exhibition; Oct. 24-27, 2015; Washington, D.C.

Disclosure: The researchers report no relevant financial disclosures.