Hi Cathy,
The need for products under the scope of the Code should not be confused
with the need for advertising of these products. The need for information
about products under the scope of the Code should not be confused with the
need for advertising of these products. Some products that may be necessary
should not be advertised to the public, in Australia prescription drugs
cannot be advertised to the public. Other products are so harmful that
promotion of even the brands is considered as against the public interest
(eg cigarettes). Infant formula and bottles and teats are all products that
may be necessary but are also products that may be harmful if used
unnecessarily. Advertising of these products has been found to positively
impact parents' opinion of these products and to increase the overall sales
of these products (companies will contend that their advertising is only
competing against other similar products ie not against breastfeeding or
breast milk but this is not so the competitor is  always
breastfeeding/breast milk). I do not think that it's patronising to prevent
cigarette manufacturers or big pharma from advertising to the general public
it is in the public interest. Similarly, preventing the advertising of
infant formula, bottles and teats to the public protects mothers and babies,
it is in the public interest (you've only got to look at India where the
Code is legislated, where company execs can go to gaol for breaches and
where rates of artificial feeding have not increased and compare it to China
where anything goes and rates of artificial feeding have skyrocketed).
  
We are very lucky to soon have David Clark, UNICEF's  Code Lawyer speaking
in Australia at ABA's health professionals seminar. I would really encourage
you (and anyone else who has queries about the Code) to consider listening
to him speak (in person or online regardless of location- I'm not sure which
cities he's speaking in). He will be giving a general presentation on the
Code but also give the story of the fight for the milk code in the
Philippines. As a part of this story he will explain how the infant formula
manufacturers fought to prevent restriction of their marketing activities
and show how valiantly organisations and passionate individuals fought to
protect babies and mothers including going so far as to put their lives at
risk (one of the milk code lawyers was assassinated). Part of the reason why
I am so passionate about the need to support the Code wherever it is being
breached is because I have heard the stories of those who have sacrificed
personal safety, money, position and/or nationality in order to protect
mothers and babies. If others are willing to do this than the very least I
can do is speak out about the importance of the Code. Babies do die because
of unethical marketing of products under the scope of the Code.
Karleen Gribble
Australia


Something else I would also like to throw out there........

Much is often said about "code violations" in regard to the advertising of
bottle and teats for the administration of EBM. Given the ever increasing
numbers of women needing to use these aids to give their babies breastmilk
(esp mothers returning to work) should we consider changing this part of the
code? I have seen the view that business shouldn't be allowed to advertise
directly to mothers for this purpose and that they could advertise to us
only, who would then make the decisions about what is best for a mother to
choose. This struck me as being very paternalistic, I would be interested to
hear what others have to say on this.

 Warm regards
Cathy Fetherston  RM PhD IBCLC

Perth, Western Australia

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