I serve as the community representative on the "Advisory Panel on
the Marketing in Australia of Infant  Formula". We monitor
the WHO Code on Australia and appreciate that this is just one aspect
of protecting, promoting and supporting breastfeeding..

One thing that keeps coming up is the lack of data that shows the
influence marketing practices have on the decision to breastfeed /
continue to breastfeed. Is anyone aware of any studies on this -
particularly the effect of marketing on the *duration* of
breastfeeding?

We are interested in possibly getting some research done, but it is
going to be difficult.  Mothers never cite "formula company
influence" in surveys of reasons to wean. It is more a pervasive
influence that at the very least encourages mothers to wean when
faced with an otherwise surmountable breastfeeding problem (eg
perceived low supply).

Personally, I think formula has been "normalised" in our community
so people see it as "normal" alternative to breastfeeding, almost as
good. I think many health professionals have been influenced by
company materials into believing infant formula is "so close it
doesn't matter" and in some cases better for the mother if her baby
is unsettled, colicky, wakes at night, has reflux, etc.  Further, I
think that a survey of health professionals on the topics of gastric
reflux, colic (gas) and lactose intolerance would show poor
knowledge on the management of these problems while continuing to
breastfeed - because much of the education comes from company
materials promoting a product as the solution.

Any studies, any ideas?

Ros Escott BAppSc IBCLC
Tasmania, Australia
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