title: Cross-border promotion of formula milk in Lao People's Democratic Republic.
abstract: OBJECTIVE
  This study aims to examine the influence of formula milk promotion via the media from Thailand to Lao People's Democratic Republic (PDR), where a cultural and linguistic proximity are shared.
  
  
  METHODS
  A cross-sectional study was conducted through a structured questionnaire survey and focus group discussion (FGD) with mothers who had children under 2 years of age and lived in Vientiane Capital, Lao PDR. Multivariate logistic regression models were constructed for quantitative data analysis. Content analysis was used for qualitative data analysis.
  
  
  RESULTS
  Among infants aged 6-23 months, exclusive breastfeeding (EBF) rate for 6 months was 16.1% (n = 106/658). Among infants aged 0-5 months, 17.6% (n = 61/346) was exclusively breastfed at the time of survey (24 h recall). Of 1022 mothers, 89.9% reported frequent exposure to the Thai media's promotion of formula milk through TV commercials and 79.1% identified TV commercial as influential for them to develop a positive attitude towards the use of formula milk. In multivariate logistic regression analyses, mothers who reported a positive attitude towards Thai TV commercial on the formula use (n = 449) were approximately 75% less likely to practice EBF for 6 months than those who reported a negative attitude (n = 64). FGD further revealed that the participants tend to believe in the information in TV commercial for formula milk.
  
  
  CONCLUSIONS
  The promotion of formula milk via media from Thailand negatively affects breastfeeding mothers in Lao PDR. Cross-border impacts of promoting formula milk should be addressed globally.
authors.affiliation: Department of Community and Global Health, Graduate School of Medicine, The University of Tokyo, Tokyo, Japan.
authors.forename: Phonephay
authors.initials: P
authors.lastname: Phoutthakeo
authors.forename: Keiko
authors.initials: K
authors.lastname: Otsuka
authors.forename: Chiaki
authors.initials: C
authors.lastname: Ito
authors.forename: Panome
authors.initials: P
authors.lastname: Sayamoungkhoun
authors.forename: Sengchanh
authors.initials: S
authors.lastname: Kounnavong
authors.forename: Masamine
authors.initials: M
authors.lastname: Jimba
mesh_terms: D000328:Adult; D000329:Advertising; D000368:Aged; D001290:Attitude; D001942:Breast Feeding / Q000706:statistics & numerical data; D003430:Cross-Sectional Studies; D005260:Female; D006801:Humans; D007223:Infant; D041943:Infant Formula; D007812:Laos; D016015:Logistic Models; D008297:Male; D008402:Mass Media; D008875:Middle Aged; D009035:Mothers; D011795:Surveys and Questionnaires; D013785:Thailand
keywords: Lao People's Democratic Republic; exclusive breastfeeding for 6 months; focus group discussion; formula milk; media