The Code is quite clear on avoiding any promotion of formula, bottles and
teats to pregnant women. 

*        No advertising of these products to the public.

*        No promotion of products in health care facilities.

*        No words or pictures idealizing artificial feeding, including
pictures of infants, on the labels of the products.

 

Showing a movie about bottle-feeding is one form of promotion. It really
doesn't matter what is IN the bottle - it's still a bottle, therefore it's
NOT BREASTFEEDING. Bottles and teats are covered by the Code.

 

It may help to think of bottles and teats as therapeutic devices ONLY.
(Actually formula is also a "therapeutic" device with some specific uses
when nothing else is available.) When the clinical, limited, rare use of the
therapeutic thing becomes promotion for NON-THERAPEUTIC reasons - social
reasons - then the promotion of the thing turns into a violation. A
classroom presentation of formula preparation or use of bottles is promoting
the social use of these products, and thus normalizing their use.
Bottle-feeding is still bottle-feeding, even if the bottles contain mother's
milk. 

 

Paced bottle-feeding is a therapeutic intervention sometimes used to
establish or restore direct breastfeeding. When taught to individual mothers
who NEED that information, it's not a violation. When a video of
bottle-feeding, paced or not, is shown to a whole group of women (most of
whom won't need that information,) it becomes a violation. 

 

Linda J. Smith, BSE, FACCE, IBCLC

Bright Future Lactation Resource Centre Ltd.

6540 Cedarview Ct, Dayton OH 45459 USA

(937) 438-9458 / fax (937) 438-3229

www.BFLRC.com <http://www.bflrc.com/>  

 


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