Someone asked about the study on impact of formula materials on women's duration of breastfeeding.  This might be the one you're thinking of: 

Howard, C, et al.  Office prenatal formula advertising and its effect on breastfeeding patterns. Obstetrics and Gynecology 2000 (Februrary); 95(2):296-303.  
 
Researchers compared two groups of pregnant women (total of 547), one of which received educational materials on breastfeeding that were void of any formula-company advertising, and another group, which received formula promotion materials.  Summary of findings: 

*women's choice of an infant feeding method was not affected by the two types of infant feeding materials ( (61% had made up their minds about breastfeeding before pregnancy)

*breastfeeding cessation in the early peripartum period was significantly higher in women exposed to the formula materials.  

*exposure to commercial promotional materials increased the number of women who stopped breastfeeding before hospital discharge, and also during the first 2 weeks postpartum.

*those women who had uncertain goals for breastfeeding, or goals of 12 weeks or less breastfed for significantly shorter periods after exposure to the commercial educational materials.

Authors concluded that "declines in breastfeeding duration among women with uncertain goals or goals of 12 weeks or less suggest that for some women, commitment to breastfeeding may be affected by exposure to the commercial materials."  They further advise that all formula provided materials be eliminated from all prenatal settings, including physician offices, hospitals, and other clinics, and that only educational materials that support unequivocal breastfeeding as optimal nutrition for infants be provided to women.  

Cathy Carothers, BLA, IBCLC
Outreach Coordinator
Best Start Social Marketing
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(601) 372-9529 (home office)

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