Introduction: Breastfeeding has numerous advantages for the health of both the child and mother. As many studies show a decline in breastfeeding, World Health Organization published the International Code of Marketing of Breast-milk Substitutes, which limits incorrect advertising of milk formula products, thus promoting, encouraging, and protecting breastfeeding. The Code promotes safe, appropriate, and best nutrition for infants and children, and therefore requires that we ensure advertising of breast-milk substitutes with appropriate information and promoting of breastfeeding as the best possible option for feeding children. The Purpose of the diploma work is to determine violations of the International Code of Marketing of Breast-milk Substitutes in Slovenian magazines for pregnant women and mothers and in health magazines. Methodology: The theoretical part includes an overview of existing literature in domestic and foreign language in the field of nursing and breastfeeding. The empirical part includes an analysis of advert contents and includes a qualitative research approach – analysis of every selected advert by elements of printed advert structure and an analysis of Code violations. Results: The results describe 24 adverts and 112 violations of the Code in magazines for pregnant women and mothers and in health magazines. Discussion and conclusion: Based on the advert analysis, we have established a large number of violations of the International Code of Marketing of Breast-milk Substitutes in Slovenian magazines for pregnant women and mothers and in health magazines. It would be reasonable to conduct a study of the harmful effects of breast-milk substitute advertising on breastfeeding, while also developing additional training and information for health-care workers on breastfeeding, its importance, and the Code.
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