Identificação do conhecimento da NBCAL por comerciantes em Santa Cruz-RN

Abstract

Introduction: Breast milk plays a crucial role in the nutrition and health of newborns, and is also important for strengthening emotional bonds between mother and baby. Early introduction of foods other than breast milk can result in risks to the child's health. Despite policies to encourage breastfeeding, inappropriate business practices negatively influence maternal decisions. NBCAL, the Brazilian law that regulates the sale of children's products, seeks to protect and promote breastfeeding by prohibiting improper advertising practices. Objective: To verify knowledge and promote NBCAL through educational conversations with the owners or guardians of establishments that sell food or children's products covered by the standard. Methods: Exploratory observational research conducted in establishments that sell products covered by NBCAL in Santa Cruz-RN. Using face-to-face interviews with a structured questionnaire, the survey aimed to obtain measurable data on merchants' knowledge of NBCAL standards. Results: Regarding knowledge of NBCAL, only 18.2% (n=2) of managers claim to know it, while 45.5% (n=5) have heard of it. Regarding marketing, 84.6% (n=11) denied special product exposure, and 46.2% (n=6) confirmed practices such as discount coupons. Regarding prizes or gifts, all managers (100%; n=13) answered negatively. Regarding special presentations for commercialization, 23.1% (n=3) confirmed this practice. Final Thoughts: There is a lack of adherence to the legislation (NBCAL) in establishments in Santa Cruz/RN, emphasizing the need for educational actions and supervision to promote breastfeeding and ensure mother-child health.