So if it's not a code violation to sell, just to market, how can you NOT
say that putting it on a shelf is not marketing? Vendors pay premium
prices to have their products placed at eye level in the supermarket.
Vendors PAY stores for the space their product is displayed in.  That's
marketing.  How can ANY bottles be on the internet - because that is
marketing!  When you put fat babies on the can and on the box, and
implicate it's because of your wonderful bottle - that's marketing.  My
suggestion to Medela would be to make their website inaccessible to the
public - only to professionals.  But as a professional, if I find a baby
needs a bottle or mom needs to give a bottle, I will help mom make a
good decision based on her baby's ability.  I WANT to know flow rates,
but I'm also aware that a bottle flows differently under controlled
situations (x amount of pressure for x amount of minutes) versus in a
baby's mouth under varied pressures, vacuums, etc. If Medela is to make
their products readily available in competition with Evenflo, then they
SHOULD be an alternative to Evenflo.  This is my opinion.  And have you
ever wondered why the US has NOT signed the CODE?  Could it be that we
as a country do NOT want the rest of the world telling us how to run our
country? This is a political game to be played and there's more to it
than we know.
Jane IN Tenn

-----Original Message-----
From: Lactation Information and Discussion
[mailto:[log in to unmask]] On Behalf Of [log in to unmask]
Sent: Friday, December 21, 2007 12:23 PM
Subject: Code Issues

Marianne has asked about Code issues. On Wednesday I posted this:

There is a difference between marketing and selling. The appearance of
bottles and nipples on a website of a manufacturer/distributor of
bottles and nipples is a Code violation as it is considered promotional
or marketing directly to the consumer. The presence of these products on
a store shelf is not promotional as the Code allows the simple selling
of the product. Shelf talkers (those cards that stick out into the aisle
directing your attention to formula, bottles, or nipples, is a Code
violation as?are store displays of formula at the end of an aisle as
they are drawing attention to the product through a marketing technique,
i.e. this is promotional). 

Your question about who decides what is a Code violation can be answered
by the International Code Documentation Center in Penang?and the IBFAN
groups around the world who monitor the Code and publish Code
violations. You might wish to obtain their publications;

IBFAN's new?Breaking the Rules: Stretching the Rules 2007
http://www.ibfan.org/site2005/Pages/article.php?art_id=510&iui=1

US country report: Still Selling Out Mothers and Babies
[log in to unmask]

Canada's country report: Out of the Mouths of Babes
http://www.infactcanada.ca/

The Code does not ask a company what its motivation is to become Code
compliant. The motivation is irrelevant. The important piece is that it
adheres to the articles of the Code and subsequent resolutions. The Code
contains many gray areas and was created well before the Internet came
into being, so all of us who monitor the Code do the best we can in
interpreting its content and intent.

Marsha Walker, RN, IBCLC
Weston, MA



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