Advertising formula is not the same as advertising diapers or playpens. It is akin to advertising cigarettes, which, in many countries of the world, is banned (e.g. Canada). Because cigarettes are bad for your health (like formula); because they are addictive (like formula); because they are targetted towards vulnerable people (tobacco towards children, formula towards new mothers who are trying to do the best for their babies, and infants who cannot defend themselves from the advertising). The fact that many readers use formula is beside the point. Many readers use formula, often, because already get too much advertising from too many people, including health professionals. Advertising of formula performs no useful function for the target, as basically all formulas are the same. For particular health concerns, it should be a health professional who should be looking at options with the parents (as if...). The WHO code bans advertising of formula to the lay public. It does not seem to be generally known that the formula companies were involved in its development. They thus agreed that direct advertising was unethical. All countries of the world also agreed that it was unethical. Just because they don't do anything about it (with few exceptions), does not make that advertising ethical. Jack Newman, MD, FRCPC