Of course, as we all agree on Lactnet,  it is *entirely unethical*  for HPs
to give out 'free'  samples of ABM - it really doesn't matter what one
piece of research says about the impact 'free' samples has on bf rates.
Even if you could 'prove' it made no difference, or  even 'prove' it
enhanced or prolonged  bf somehow, it's still unethical.  Why? because
'free' samples promote a particular brand of formula over another and *all*
mothers, whether bf or formula feeding, have the right to make a choices
unaffected by advertising, marketing or promotion strategies (qv WHO code).

However, while banning discharge packs with ABM  logos or actual samples
would be a wholly positive move, it might not affect bf/ABM rates very much
- IMHO.  In the UK, we have not had free samples for many years (discharge
packs have money-off coupons for non-formula baby items, nappies,  lotions,
wipes,  etc etc). However,  our figures show that mixed breast & formula
feeding is increasing, and our bf rates are more or less the same as the US
as far as I can tell.   Mixed breast & formula is increasing mainly because
of social factors - more women are returning to work in the first months
after the birth.

Surely 'free' samples are more of a 'brand war' tactic, as well as
(clearly) an anti-bf one.  If your 'free' sample from the hospital was a
pack of  'Happimilk' , then when bf goes wrong for you, you are more likely
to buy 'Happimilk' as a substitute.  The makers of 'Happimilk' don't want
you to choose 'Sunnimilk' instead, so they need to get their brand and logo
right there  *under your nose*  at the time you may be switching.

It is also really important for the 'Happimilk' manufacturer to get his
logos and samples under the noses of  initially-bf mothers, because those
mothers keep their babies on ABM for longest, and then move them on to that
brand's 'toddler milk', too.  Initially-formula fed babies move on to cow's
milk sooner. So, you can flog a bf mother 'Happimilk' for a year or more,
compared to six months to the ABM mother.

Cunning, eh?

Heather Welford Neil
NCT bfc UK