'It amazes me that it is legal for formula companies to run
"Breastfeeding Promotion" programs at all.  And remember that formula
companies tax-deduct every one of those carefully designed breastfeeding
"instruction" pamphlets as advertising.  So it is the US taxpayer who
really pays for them in reduced tax receipts from industry.'

I keep thinking we are all just slightly missing an opportunity here. How do you legitimately deduct advertising that is intended to harm your business? And if it is intended to aid your business, then how do you legitimately claim that it is breastfeeding promotion? This paradox isn't missed on those in the AAP or the govt who are "waffling" on their committment to promoting breastfeeding. How do we act to hold them accountable? We (LC's, LLL, all breastfeeding advocates) have often behaved as if we are powerless, and so we have been.

Anthony Robbins says "When you want a better answer, ask a better question." So, I suggest we ask some better questions--not "how do we salvage the campaign as best we can" or the like, but "how do we hold public health officials and AAP leaders accountable for their actions?" and "how do we blow the lid off this industry's strategic planning methods?"

Frankly, it may be a lot easier in this country to take legal action against doctors than against an industry like the pharmaceutical companies. Maybe, those doctors who are clearly educated about the risks of AF, but are choosing to ignore those risks should consider that they may pay the price later on when families learn that they acted in good faith--on behalf of industry rather than babies? And public health officials ultimately have a mandate to promote human health--what are the consequences when they wittingly do otherwise?

Press releases are used so often by industry b/c it is the very best way to control and manipulate information. Press releases are no longer treated as industry propaganda, but rather as factual information and often printed with no verification of accuracy. IMO, we should be using the same method, but we will not have to fudge the truth to be compelling. We need to find someone who is willing to expose this entire situation for what it is, and we need to maintain a consistent message among bf advocates that  "the next best thing" isn't good enough for babies--either in their diets or in an ad campaign.

Jennifer Tow, IBCLC, CT, USA

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