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The new GAO report also looks at how infant formula marketing affects
breastfeeding. The report's conclusions included statements that infant formula
marketing, particularly hospital discharge packs, may discourage breastfeeding.
This defines the gift bags as a form of marketing (as does HIPAA), shows how
they discourage breastfeeding, and confirmed that WIC mothers who received the
discharge packs had even lower breastfeeding rates. It also stated that
formula companies use the WIC acronym and logo to promote formula products.
The annual number of TV and print ads for formula rose from 7000 in 1999 to
10,000 in 2004, totaling over 40,000 formula ads shown between 1999-2004. Most
of these ads were TV ads which cost $29 million in 1999 and over $46 million
in 2004. A total of $223 million was spent in formula advertising over this
period of time. These numbers reflect only what information was publicly
available. While the formula companies complained about the National
Breastfeeding Awareness Campaign they were busy peddling their products in a manner that
has been reflected in the decreasing numbers of women exclusively
breastfeeding their infants until 6 months.
If anyone would like a copy of the GAO report, I would be happy to e-mail it
as an attachment. It may be helpful for people working to change hospital and
state policies.
Marsha Walker, RN, IBCLC
Weston, MA
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