In my own mind, ANY public display of a company name IS marketing &/or
advertising. But if having the Ross/Similac name on the front cover of the
book is NOT advertising according to the Code, what about this:

Excerpted from page 3 of 9 of BFing and the Use of Human Milk (RE9729):
"Obstacles to the initiation and continuation of breastfeeding
include....commercial promotion of infant formula through distribution of
hospital discharge packs..."

"Recommended Breastfeeding Practices...4. No supplements (...formula...)
should be given to breastfeeding newborns unless a medical indication
exists."  I suggest that by having their book put into hospital discharge
packs, the AAP is approving and recommending that formula.

"Role of Pediatricians... 4. Pediatricians are encouraged to work actively
toward eliminating hospital practices that discourage breastfeeding (eg,
infant formula discharge packs...)"
http://www.aap.org/policy/re9729.html

So by AAP Recommendations, all Pediatricians (and others) can actively
eliminate this means of distribution of the new AAP book - which can assure
that all the other sources for obtaining the book without the Ross/Similac
name are the only ones in circulation.

Excerpted from the Pediatrician's Responsibility for Infant Nutrition
(RE9719):
"3. The AAP will continue to recommend against direct-to-consumer
advertising of infant formula."
It used to be on http://aap.org/policy/re9719.html but I couldn't access it
recently. Is it down for revision?

Excerpted from the Periodic Survey of Fellows #13: "While most
pediatricians support the Academy's policy opposing direct consumer
advertising of infant formula, it has not led to significant changes in the
nutritional counseling they give parents, according to a recent AAP
survey."  http://www.aap.org/research/PS13.HTM

But if the Ross/Similac name on the cover is NOT advertising, according to
the Code, ...well...
Anyone know when Marsha might be taking her Code Training Workshop on the
road West - waaay West - in the US?

Phyllis


> I took WHO Code training with Marsha Walker earlier this year. If the
> letter from the AAP is accurate, then this book does not violate the
> WHO Code, to my knowledge. The book would be under the category of
> "educational materials." It will be distributed through the health
> care system and won't carry the Similac logo or any ads for breast
> milk substitutes. Under the provisions of the Code, formula companies
> can put their company name and company logo (but not refer to
> "proprietary products") on educational materials.

> Nancy Jo Bykowski, IBCLC in waiting
> Lisle, Illinois, USA


--- Phyllis Adamson, IBCLC
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