I've seen this ad....I think that in any complaint to APMAIF that it should
be pointed out that while infant formula manufacturers are allowed to
provide education about their products to medical professionals this ad
contained no medical information! Thus, it could be argued that this
"education" is being provided to Drs as parents rather than Drs as
professionals. Since the largest part of most Drs knowledge about
breastfeeding comes from personal experience this form of marketing is
particularly incidious! The ad is awful! It plays on the common misconceived
reasons for weaning.
I'll add to Gwen's urging to complain to APMAIF.
Karleen Gribble
Australia

> I received this information in an email from a colleague. she has since =
> scanned the advertising of this formula to me. (I can email a black and =
> white copy if you email me). If any of you have access to this magazine =
> could you please review the advertising of Novalac by Bayer. Below are =
> some of the details from the advertisment:
> Australia Doctor  - 31March 2006
>
>   There is an ad on p12: "Put feeding problems to bed" and pictures of =
> houses at night with a light on, labelled: colic, reflux, allergies, =
> constipation, hungry, diarrhoea.
>
>   Next page: Pictures of formula tins labelled Novalac "colic", reflux, =
> allergies, constipation, sweet dreams, diarrhoea (the last one is a =
> packet).
>   Underneath it says: "Unlike other infant formulas, Novalac is a =
> special range adapted to manage common feeding problems and prevent them =
> returning.Blah, blah.
>   www.novalac.com.au <http://www.novalac.com.au/> =20
>
> It is vital that all take time to send feedback (report) to APMAIF =
> (Australian Panel for Marketing and Advertising of Infant Formula).
>
> Thanks Gwen Moody
>

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