How can more women of childbearing age be encouraged to follow fish consumption recommendations?

Several studies show that most women do not consume enough fish during pregnancy (and afterward) to derive the maximum health benefits for themselves and their babies, according to the USDA guidelines. We engaged in a two-part study to better understand what might be done to encourage women of childbearing age to eat healthy fish-a mail survey of women who recently gave birth in Minnesota, Wisconsin, and Pennsylvania, and six focus groups with women of childbearing age living in the Great Lakes region. Similar to other studies, we found that many women changed their behavior and consumed less fish during pregnancy than before. Most women reported receiving information, primarily during pregnancy, about the types of fish and how much fish to eat. As a result, increasing access to information during pregnancy likely would not result in increasing many women's fish consumption. Based on our examination of factors influencing women to try to follow the recommendations, the strongest connection with trying to follow the recommendations was receiving enough information to decide and believing that eating fish was good for the baby. Focus group participants also reported that messages about the specific health benefits of fish consumption for their children were particularly influential. These findings suggest that refining messages through testing might be a valuable approach toward increasing women's consumption of less-contaminated fish.