We have many more IBLCE Code of Ethics Tenets to worry about than No. 24
(which addresses the WHO Code). My leisurely stroll thru the IBLCE Code of
Ethics uncovered seven other Tenets that address our requirement, as IBCLCs,
to conduct ourselves with integrity, and free of conflict-of-interest, in
evidence-based aid of assisting mothers. (Tenets 1,4,5,11,12,16 and 17; see
the full Code of Ethics at www.ilbce.org).
An IBCLC can conduct her practice quite ethically, thank you very much,
without violating the WHO Code. Even if she has a retail or rental
business. Even if she sells STUFF. Even if the STUFF -- gasp -- is one of
the four product types that fall under the WHO Code. Offending
product-types should be kept out of view ... so the mother has to ask for
it. Put the rental pump (not covered by the WHO Code) and the nipple shield
(ditto) and the baby sling (ditto) and the bra (ditto) and the book (ditto)
on your sales racks ... but put the boxes with the offending pictures of
bottles-and-teats under your counter. Throw away the freebie brochures
(translation: mini product catalogues) from the WHO-Code-violating companies
-- and write your own. Heck, you're an IBCLC. Isn't this *your* specialty?
It is called the International Code of *Marketing* of Breast-milk
Substitutes. *Sales* of the four product-types under the WHO Code re NOT
prohibited. Inappropriate *marketing* of the four product types is
prohibited.
Let's put this into an easier perspective. Let's talk about kangaroo, or
skin-to-skin (s2s) care. Probably not an IBCLC on this list thinks that is
a bad idea, right? Now, imagine I am an IBCLC, walking into the Level III
NICU, to talk to the mother of the 30-weeker about the importance of
skin-to-skin. I'm still a great IBCLC, right? Now I discuss how there
are special shirts mom can buy to make it easier to perform s2s. Am I still
ok? Yeah -- I think I probably pass the Smell Test.
But now I show mom a sample of such a shirt -- and tell her she can buy it
directly from me, right now, 10% discount for cash sales, and please give
the sales brochure to your family and friends. How many of you just said
"OMG! No Way!"? I hope all of you -- and is has nuttin' to do with the WHO
Code It has to do with the inherent conflict of interest in me pushing onto
a mom the commerical sale of a product (regardless of the medical efficacy
of the item).
And woe to those of you, who don't sell a darn thing, who think these issues
don't affect them. Have you ever recommended a product, by brand name, to a
mother? Without mentioning alternatives? Doesn't that make you *appear* to
be endorsing the product? Is that acceptable under our IBLCE Code of
Ethics? Under your own personal Smell Test?
--
Liz Brooks JD IBCLC
Wyndmoor, PA, USA
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