Women's magazines depict babies in unsafe sleep environments.
Article Type: Brief article
Subject: Sleep positions (Health aspects)
Women's periodicals (Health aspects)
Infants (Health aspects)
Infants (Portrayals)
Periodical publishing (Health aspects)
Advertising (Health aspects)
Author: Thompson, June
Pub Date: 10/01/2009
Publication: Name: Community Practitioner Publisher: Ten Alps Publishing Audience: Academic Format: Magazine/Journal Subject: Health; Health care industry Copyright: COPYRIGHT 2009 Ten Alps Publishing ISSN: 1462-2815
Issue: Date: Oct, 2009 Source Volume: 82 Source Issue: 10
Product: Product Code: 2721540 Women's Periodicals; 7310100 Consumer Advertising NAICS Code: 51112 Periodical Publishers; 5418 Advertising and Related Services SIC Code: 2721 Periodicals
Geographic: Geographic Scope: United States Geographic Code: 1USA United States
Accession Number: 209163260
Full Text: Photos in women's magazines depict babies in unsafe sleep positions and sleep environments, according to a study. To evaluate pictures in magazines read widely by women of childbearing age for adherence to American Academy of Pediatrics (AAP) guidelines for safe infant sleep practices, researchers analysed pictures of sleeping infants in 24 magazines with wide circulation among 20- to 40-year old women. They looked for whether or not the baby was placed on its side or stomach rather than on its back, as well as hazards in infant sleeping environments such as soft bedding. It was found that 16 years after the initial AAP recommendations to place infants in a non-prone position, more than one-third of pictures of sleeping infants in the magazines depicted an inappropriate sleep position. Also, two-thirds of pictures were not consistent with AAP recommendations that sleeping babies be placed on a separate sleep surface from parents and without blankets, pillows or other soft bedding. Messages in the media that are inconsistent with health messages create confusion and misinformation about infant sleep safety and may lead inadvertently to unsafe practices, say the researchers. Magazine publishers and advertisers must be made aware of the potential health impact of messages contrary to healthcare recommendations communicated through magazines.

Joyner B, Gill-Bailey C, Moon R. Infant sleep environments depicted in magazines targeted to women of childbearing age. Pediatrics, 2009; doi: 10.1542/peds.2008-3735 (17 August 2009).
Gale Copyright: Copyright 2009 Gale, Cengage Learning. All rights reserved.