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The study was lead by SIDS (sudden infant death syndrome) researchers Rachel Moon (Children’s National Medical Center and George Washington University) and Brandi Joyner (of Children’s National Medical Center, Washington , D.C.), and also includes Carmen Gill-Bailey (Howard University, Washington, D.C.).
The article “Infant Sleep Environments Depicted in Magazines Targeted to Women of Childbearing Age,” was published online on August 17, 2009 in the journal Pediatrics (doi:10.1542/peds.2008-3735).
The researchers evaluated photographs and pictures in magazines that are widely read by women of childbearing age.
Specifically, they wanted to see if these magazines adhered to the guidelines set forth by the American Academy of Pediatrics (AAP) for safe infant sleep practices.
Twenty magazines were evaluated based on the premise that each had an average female readership of over five million, a circulation of over nine hundred thousand, and a median age of female readers of 20 to 40 years.
Another eight magazines were also included because they targeted readers who were expectant parents and parents of young children.
Please read page two for the results of the baby sleep and magazine study.
The researchers analyzed 391 unique pictures from thirty-four magazine issues. Each picture included images of infants in sleep environments and sleeping infants.
They were analyzed as to whether they adhered to AAP guidelines for decreasing the risk of SIDS.
The researchers found that of the 391 unique pictures: “Only 36 pictures (36.4%) of infant sleep environments portrayed a safe sleep environment, as recommended by the AAP.” [Abstract]
In addition: “Only 57 pictures (64%) portraying sleeping infants not being held by an adult portrayed the infants in the supine position, and 14.8% of sleeping infants were portrayed as sleeping with another person.” [Abstract]
The researchers concluded: “More than one third of pictures of sleeping infants in magazines geared toward childbearing women demonstrated infants in an inappropriate sleep position, and two thirds of pictures of infant sleep environments were not consistent with AAP recommendations. Messages in the media that are inconsistent with health care messages create confusion and misinformation about infant sleep safety and may lead inadvertently to unsafe practices.”
Dr. Rachel Moon stated, "There are major discrepancies between what doctors recommend to prevent sudden infant death syndrome and what moms may see in mainstream media. The most important thing for moms to realize is that what they see in magazines may not be what's best for their baby in real life." [EurekAlert: “Magazines for women depict babies in unsafe sleep environments”]
According to the EurekAlert article, “To reduce the risk of SIDS, the American Academy of Pediatrics recommends that babies be placed on their backs when sleeping, on a separate sleep surface from their parents, without blankets, pillows, or other soft bedding."
Page three concludes with recommendations from the American Academy of Pediatrics.
According to the AAP:
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“SIDS is reduced by 40% by putting babies down to sleep on their backs.”
"A disproportionate number of SIDS deaths occur in child care settings:
• An estimated 20% of SIDS deaths occur in child care settings.
• Based on time infants spend in child care, only 9% of SIDS deaths should occur in child care."
For additional information on the health and safety of infants while asleep, please go to the Back to Sleep Campaign.
The American SIDS Institute states, "Because of efforts by the Institute and other organizations, the sudden infant death rate is at an all time low. Since 1983, the rate of SIDS has fallen by over 50 percent. Sadly, there are still about 2,500 deaths per year in the United States, and thousands more throughout the world."
And, "We believe that within our lifetime, we can eliminate SIDS as a cause of infant death, but only with the financial and personal support of corporations, foundations and concerned individuals. There are many ways institutions and individuals can contribute to this effort which are available through the Institute's website or through its office. Please join us in this fight. The death of even one more infant is intolerable! Together we can end the tragedy of SIDS."
