Thanks everyone for your thoughtful responses to this one.  I found this
comment from Heather quite interesting in the light of my recent research
(still writing up - I'll let you know when/if it gets published). "The
marketing of the formula industry is, as we know, ethically suspect all over
the world and is only ever regulated when laws force changes in practices -
voluntary agreements never work."
My work has found that British parenting magazines have more advertisements
for formula and formula brands than parenting magazines from the USA,
Canada, Australia or NZ - even though there is legislation banning the
advertising of infant formula in the UK.  The difference does not look to be
significant but what is interesting is that the UK's legislative ban on the
advertising of infant formula (but not follow-on formula, toddler formula or
formula brand advertising) is no more effective at preventing the
advertising of formula products than the voluntary agreements in place in
Australia and NZ.  In Australia (where we have a voluntary agreement
applicable to infant and follow-on formula) we don't see ads for infant
formula or follow on formula. But these appear to have been replaced by ads
for toddler formula and/ or branded ingredient blends.  In the UK infant
formula ads seem to have been replaced with ads for the rest of the product
line (follow-on, toddler, gum).  Same in NZ (voluntary agreement).  There
are fewer formula ads per page of advertising in US and Canadian magazines
but I suspect this is because formula companies have access to mothers
through hospitals in those countries.
My point is that only comprehensive advertising bans (banning all use of
brand signifiers associated with breastmilk substitutes) with seriously
large penalties will effectively protect mothers and babies from this sort
of advertising.
... and yes, Heather they really do call it follow-on or progress formula
here.
Cheers
Nina Berry
Australia

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