{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,3,21]],"date-time":"2026-03-21T07:09:48Z","timestamp":1774076988786,"version":"3.50.1"},"reference-count":32,"publisher":"Wiley","issue":"3","license":[{"start":{"date-parts":[[2025,3,2]],"date-time":"2025-03-02T00:00:00Z","timestamp":1740873600000},"content-version":"vor","delay-in-days":0,"URL":"http:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"funder":[{"DOI":"10.13039\/501100004144","name":"Liverpool John Moores University","doi-asserted-by":"publisher","id":[{"id":"10.13039\/501100004144","id-type":"DOI","asserted-by":"publisher"}]}],"content-domain":{"domain":["onlinelibrary.wiley.com"],"crossmark-restriction":true},"short-container-title":["Maternal &amp;amp; Child Nutrition"],"published-print":{"date-parts":[[2025,7]]},"abstract":"<jats:title>ABSTRACT<\/jats:title><jats:p>Scant attention has been given to the marketing of infant feeding bottles and teats with claimed equivalence to breastfeeding. Such bottles are purported as having \u2018breast\u2010like\u2019 qualities and to be interchangeable with breastfeeding, encouraging breastfeeding mothers to combine breast and bottle feeding. However, the introduction of bottle feeding alongside breastfeeding can have a negative impact on breastfeeding duration and lead to cessation. We investigated features of infant feeding bottles marketed in the United Kingdom to replicate breastfeeding and appraised the underpinning evidence. We searched online to identify the most popular bottles marketed for breastfeeding in the United Kingdom and captured marketing materials from the bottle brand websites, importing them into NVivo11 for data analysis. We coded data in relation to features of bottles associated with breastfeeding and used Johanna Briggs Institute (JBI) critical appraisal tools to appraise the evidence used to underpin the bottle features. We identified 10 bottle brands and 8 main advertised features of bottles aligned to breastfeeding. Features included bottles that simulated the breast, imitated breastfeeding physiology and aided combined breast and bottle feeding. Scientific evidence to support the bottle features was scarce, misleading, and inadequate, with only one study deemed to be high quality. Our findings show that infant feeding bottles are being marketed as equivalent to breastfeeding; however, the scientific evidence used to support features of these bottles is almost non\u2010existent. Research on the impact of the marketing of bottles on breastfeeding and more effective controls of bottle company advertising are needed.<\/jats:p>","DOI":"10.1111\/mcn.70008","type":"journal-article","created":{"date-parts":[[2025,3,12]],"date-time":"2025-03-12T01:31:57Z","timestamp":1741743117000},"update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["A Descriptive Investigation of Infant Feeding Bottles Marketed in the UK Designed to Replicate Breastfeeding and the Evidence That Underpins Them"],"prefix":"10.1111","volume":"21","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-3254-2720","authenticated-orcid":false,"given":"Clare","family":"Maxwell","sequence":"first","affiliation":[{"name":"School of Public and Allied Health Liverpool John Moores University Liverpool UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9794-2456","authenticated-orcid":false,"given":"Becky","family":"Self","sequence":"additional","affiliation":[{"name":"School of Public and Allied Health Liverpool John Moores University Liverpool UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"given":"Kathryn","family":"Bould","sequence":"additional","affiliation":[{"name":"School of Psychology Liverpool John Moores University Liverpool UK"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"311","published-online":{"date-parts":[[2025,3,2]]},"reference":[{"key":"e_1_2_11_2_1","unstructured":"asa.org. \u201cAdvertising Standards Agency Non\u2010Broadcast Code Available.\u201d Accessed August 27 2024.https:\/\/www.asa.org.uk\/type\/non_broadcast\/code_section\/03.html."},{"key":"e_1_2_11_3_1","doi-asserted-by":"publisher","DOI":"10.1111\/mcn.13632"},{"key":"e_1_2_11_4_1","doi-asserted-by":"publisher","DOI":"10.1002\/14651858.CD005252.pub5"},{"key":"e_1_2_11_5_1","unstructured":"Arsenina O. J. A. G.Nadtochiy andN. V.Popova.2006.Study of the Act of Sucking in Healthy Babies in Breastfeeding and Artificial Feeding Using NUK Teats.14\u201316.https:\/\/nuk.de\/fileadmin\/local\/DE\/about_NUK\/research\/pdf\/Ortodontia_engllische_Version_26112009_final_.pdf."},{"key":"e_1_2_11_6_1","unstructured":"babymilkaction.org. 2017. \u201cBaby Milk Action IBFAN UK Look What They're Doing. How Marketing of Feeding Products for Infants and Young Children in the UK Breaks the Rules.\u201d Accessed August 26 2024.https:\/\/www.babymilkaction.org\/archives\/12873."},{"key":"e_1_2_11_7_1","doi-asserted-by":"publisher","DOI":"10.1136\/bmjopen-2014-007512"},{"key":"e_1_2_11_8_1","doi-asserted-by":"publisher","DOI":"10.1186\/1746-4358-3-19"},{"key":"e_1_2_11_9_1","doi-asserted-by":"publisher","DOI":"10.1177\/1049732317721698"},{"key":"e_1_2_11_10_1","unstructured":"Gov.UK. 2016. \u201cCommission Delegated Regulation (EU) 2016\/127 Article 11 Requirements on Information Relating to Infant and Young Child Feeding.\u201d Accessed August 26 2024.https:\/\/www.legislation.gov.uk\/eur\/2016\/127\/article\/11."},{"key":"e_1_2_11_11_1","unstructured":"Herrmann C.2010. \u201cOethodontic teats. A study overview\u2010background data facts and results for the NUK system.\u201d1\u20133.https:\/\/www.nuk.co.uk\/fileadmin\/Default\/about_NUK\/research\/pdf\/PR-Herrmann_final_GB_March2010.pdf."},{"key":"e_1_2_11_12_1","unstructured":"JBI.global. \u201cJBI Critical Appraisal Tools.\u201dhttps:\/\/jbi.global\/critical-appraisal-tools."},{"key":"e_1_2_11_13_1","doi-asserted-by":"publisher","DOI":"10.1186\/1471-2393-14-124"},{"key":"e_1_2_11_14_1","doi-asserted-by":"publisher","DOI":"10.1111\/mcn.12939"},{"key":"e_1_2_11_15_1","doi-asserted-by":"publisher","DOI":"10.2196\/19985"},{"key":"e_1_2_11_16_1","unstructured":"lumivero.com. \u201cNVivo11.\u201dhttps:\/\/lumivero.com\/products\/nvivo\/."},{"key":"e_1_2_11_17_1","unstructured":"McAndrew F. J.Thompson L.Fellows M.Speed andM.Renfrew. 2012. \u201cInfant Feeding Survey 2010.\u201d Accessed May 15 2024.http:\/\/www.hscic.gov.uk."},{"key":"e_1_2_11_18_1","doi-asserted-by":"publisher","DOI":"10.1542\/peds.2019-2946"},{"key":"e_1_2_11_19_1","doi-asserted-by":"publisher","DOI":"10.1111\/mcn.13610"},{"key":"e_1_2_11_20_1","doi-asserted-by":"publisher","DOI":"10.1186\/1471-2431-10-6"},{"key":"e_1_2_11_21_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0022-3476(95)90252-X"},{"key":"e_1_2_11_22_1","doi-asserted-by":"publisher","DOI":"10.1111\/mcn.13610"},{"key":"e_1_2_11_23_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(22)01931-6"},{"key":"e_1_2_11_24_1","unstructured":"Rose M.n.d. \u201cClinical Research Trial of Bottle Nipples: Choosing the Best Nipple for the Individual Neonate.\u201d Accessed May 5 2024.https:\/\/www.drbrownsmedical.com\/wp-content\/uploads\/2016\/08\/dbm-choosing-the-best-nipple-article-proof_1.pdf."},{"key":"e_1_2_11_25_1","doi-asserted-by":"publisher","DOI":"10.1111\/mcn.13632"},{"key":"e_1_2_11_26_1","doi-asserted-by":"publisher","DOI":"10.1089\/chi.2019.0299"},{"key":"e_1_2_11_27_1","doi-asserted-by":"publisher","DOI":"10.1016\/S0140-6736(15)01024-7"},{"key":"e_1_2_11_28_1","unstructured":"WHO. 1981. \u201cInternational Code of Marketing of Breastmilk Substitutes.\u201d Accessed May 12 2024.https:\/\/iris.who.int\/bitstream\/handle\/10665\/254911\/WHO-NMH-NHD-17.1-eng.pdf."},{"key":"e_1_2_11_29_1","unstructured":"WHO. 2023. \u201cInfant and Young Child Feeding.\u201d Accessed December 10 2024.https:\/\/www.who.int\/news-room\/fact-sheets\/detail\/infant-and-young-child-feeding."},{"key":"e_1_2_11_30_1","unstructured":"WHO UNICEF IBFAN.2024. \u201cMarketing of Breast\u2010Milk Substitutes National Implementation of the International Code Status Report 2024.\u201d Accessed December 10 2024.https:\/\/iris.who.int\/bitstream\/handle\/10665\/376854\/9789240094482-eng.pdf?sequence=1."},{"key":"e_1_2_11_31_1","unstructured":"Woolridge M.2011. \u201cLeeds Ultrasound Imaging Study 2 (LUIS2): How Breasted Babies Bottle Feed.\u201d School of Healthcare University of Leeds. Accessed July 7 2023.https:\/\/lansinoh.sk\/wp-content\/uploads\/2017\/11\/WoolridgeLansinoh_Final_Report_Body_v1_32.pdf."},{"key":"e_1_2_11_32_1","doi-asserted-by":"publisher","DOI":"10.1002\/oby.22688"},{"key":"e_1_2_11_33_1","doi-asserted-by":"publisher","DOI":"10.1038\/jp.2015.83"}],"container-title":["Maternal &amp; Child Nutrition"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/pdf\/10.1111\/mcn.70008","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2025,8,30]],"date-time":"2025-08-30T05:05:03Z","timestamp":1756530303000},"score":1,"resource":{"primary":{"URL":"https:\/\/onlinelibrary.wiley.com\/doi\/10.1111\/mcn.70008"}},"subtitle":[],"short-title":[],"issued":{"date-parts":[[2025,3,2]]},"references-count":32,"journal-issue":{"issue":"3","published-print":{"date-parts":[[2025,7]]}},"alternative-id":["10.1111\/mcn.70008"],"URL":"https:\/\/doi.org\/10.1111\/mcn.70008","archive":["Portico"],"relation":{},"ISSN":["1740-8695","1740-8709"],"issn-type":[{"value":"1740-8695","type":"print"},{"value":"1740-8709","type":"electronic"}],"subject":[],"published":{"date-parts":[[2025,3,2]]},"assertion":[{"value":"2024-10-06","order":0,"name":"received","label":"Received","group":{"name":"publication_history","label":"Publication History"}},{"value":"2025-02-06","order":2,"name":"accepted","label":"Accepted","group":{"name":"publication_history","label":"Publication History"}},{"value":"2025-03-02","order":3,"name":"published","label":"Published","group":{"name":"publication_history","label":"Publication History"}}],"article-number":"e70008"}}