The comments about the new b/f book from R-ss touched one of my
buttons.  Yes, it is possible (but rare) for formula companies to
produce positive breastfeeding materials, particularly if they can
find some skilled breastfeeding people (eg IBCLCs) to do it for them.
But what is their motive?

These companies are in business to sell formula.  Period.  Image is
all important, and to associate the company name with a such a
positive healthy image as breastfeeding is a clever ploy.  It is
probably meant to give the mothers a warm glow about the company, to
feel that they must be a nice, caring company to do a thing like
that.  When breastfeeding fails or is abandoned, which company will
they choose, especially if a tin of ABM goes with the booklet.  That
sort of free sampling not only breaches the WHO Code, it stinks and
shows the company for what they are!

I see it as the same as tobacco sponsership of sport.  Inimicable
activities, but a wonderful way to boost the corporate image.

I have not seen the booklet and don't know who wrote it, but feel
strongly that lactation consultants should not cooperate in these
projects.  Neither making or distributing.  That's the only way to
stop it. Regardless of the quality of the project, the authors have
sullied their names and their reputations.  IBLCE has taken a stance
on this and will no longer award CERPs for any presentations they
might make.  It's not worth it.  If you want to make a video or write
a book, find clean funding and maintain your ethics.

Ros Escott
Community Representative, Advisory Panel on the Marketing in
Australia of Infant Formula (Government Code monitoring body).
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