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Sun, 7 Aug 2005 10:45:40 EDT |
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Rebecca alerts us to the interesting pharmaceutical guidelines on drug
advertising. All of these guidelines are voluntary and created by these companies
to assure that they really do not need to change their effective advertising
campaigns. Infant formula is classified and regulated by the FDA as a food,
not a drug. The FDA does not control or monitor advertising for formula. Its
jurisdiction is only over two sections on the back panel of the formula can -
the list of ingredients and their values. The Federal Trade Commission
regulates advertising of food through the FTC Act that describes the terms
deceptive, false and misleading advertising. Infant formula ads are deceptive enough
to cause a mother to purchase the product because she thinks her baby will be
smarter - this is deceptive. False and misleading claims that formula-fed
babies will enjoy the same health outcomes as breastfed ones are false and
misleading.
I have registered complaints with the FTC regarding how infant formula is
advertised. When I spoke with them they stated that only when hundreds of
complaints are filed, either on line, by letter, or by telephone will they take a
look at the issue. I have mentioned this before on Lactnet and have written
this is the Executive Summary of NABA's publication Selling Out Mothers and
Babies. If we want to make a difference we can inundate the FTC with complaints
regarding formula advertising.
If anyone would like help in crafting their response I am happy to help. The
complaint form is online at _www.ftc.gov_ (http://www.ftc.gov) . I think a
massive complaint to the FTC regarding infant formula advertising would be a
great way to cap off World Breastfeeding Week! As so many of you have been
involved with nurse-ins how about write-ins to the FTC!
Marsha Walker, RN, IBCLC
Weston, MA
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