Abstract Objective To identify the promotion of pacifier use in posts related to motherhood on Instagram. Methods Qualitative study based on data collected from public posts on Instagram, with the help of previously selected hashtags, in which their contents were explored by Bardin’s Content Analysis (2009), using the Brazilian Standard for the Marketing of Food for Infants and Young Children and Nipples, Pacifiers and Bottles (NBCAL) and the Consumer Defense Code (CDC) as reference. Results Thirty-seven materials were collected, including […]