I've taken this issue up with magazines here.... major magazines rely on
advertising revenue and agencies who agree to take so many pages. If the
magazines take a moral stand (and we would want them to, but..), they tell
the agencies that their publication will not take formula ads etc as it is
in breach of the intent of this Voluntary Code.

The problem is one of survival then for the magazines as there are always
alternative places for the agencies to place the ads and they may lose more
than just the formula money. they could lose all the agency's business to a
competitor.

Governments must be lobbied to legislate to disallow advertising directly
to the public. This means that the manufacturers, ad agencies and magazine
publishers are able to be prosecuted if they violate the Code, rather than
just hoping that they will honour the intent of it. Anything less is not
working as far as I am concerned.

Jan Cornfoot
Editor, Birth Issues Journal
Brisbane, Australia