In our discussions regarding the Code, I think we need to remember that it is a guide to the marketing of products within its scope. We all know that there are circumstances where a mother needs to pump her milk and use a bottle to have it fed to her baby. The Code is not concerned with the necessity of this. The Code is concerned with how that feeding bottle and artificial nipple are marketed. Breast pumps are not covered under the Code, period. A pump company that also manufacturers and distributes feeding bottles and artificial nipples has an obligation under the Code to market them in a manner that does not idealize their use. They can sell the bottles, they can have them appear on their website, they can be sold in stores. According to the Code they cannot be marketed in a manner that idealizes their use as a complete feeding system that is meant to replace feeding at the breast. If feeding bottles and artificial nipples are needed to feed the infant, there is no problem with this. It is how they are marketed. Feeding bottles should not be offered as prizes or appear in giveaways, they should not have language on their packaging or website that idealizes their use, they should not have photos of mothers and babies on their packaging.

The Code is not outdated, as it is updated every 2 years. It is not difficult for a company to meet its obligations under the Code nor to understand the fundamental aspects of the Code. This is a choice that companies make when they develop their marketing plans. Marketing infant feeding bottles and artificial nipples in a manner that meets their obligations under the Code is not too much to expect of any company whose products fall within the scope of the Code. 

Marsha Walker, RN, IBCLC
Weston, MA

             ***********************************************

Archives: http://community.lsoft.com/archives/LACTNET.html
To reach list owners: [log in to unmask]
Mail all list management commands to: [log in to unmask]
COMMANDS:
1. To temporarily stop your subscription write in the body of an email: set lactnet nomail
2. To start it again: set lactnet mail
3. To unsubscribe: unsubscribe lactnet
4. To get a comprehensive list of rules and directions: get lactnet welcome