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Date: | Sun, 11 Nov 2007 14:32:39 +1100 |
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I started this converstaion last week in an effort to understand what is
happening in other parts of world as I constantly hear from companies that
breech the Code that they can only control what happens in Australia because
their 'parent' company is OS! It is good to hear that Evenflo is coming
around, this together the work that ALCA has done with Bounty in Australia
has shown that companies will listen if they believe it is the right thing
to do and if that fails if they see that we as an international professional
body will not only not support them, but will in fact reject them - loudly!
The interesting this about the work with Bounty is that it is beginning to
have a flow on effect here - because the bags here are now Code compliant,
companies that previously advertised with them but whose adverts were
breaching the Code have been told that they won't be able to market their
products unles the adverts become compliant, an increasing number of them
are starting to change their advertising! A small but significant step.
The need/ use of bottles and teats for breastmilk is not an issue in itself,
as has already been discussed. When the marketing of these products comes
into the public arena, then we must all take a stand regardless of the
company and there past good works.
Jennifer makes a very good point when she says that someones 'belief' may
well override what they really 'know' if it fits into their life. In recent
times our collective attentions have turned to the importance of
'normalising breastfeeding' in our respective countries and communities. To
do this effectively I believe we must be taking a stand with all companies,
saying we will cancel our relationship unless marketing improves. This whole
discussion started with Medela - probably because I was profoundly
disappointed in them! but really what they are doing is small potatoes
compared to companies like NUK, Tommee Tippe, Pigeon, Novolac etc. Medela
believe they must survive and thrive in a marketplace where these types of
campanies couldn't care less about the Code - just so long as they maintain
and grow their market share. I have been assured that Medela Asia Pacific
will not advertise bottles and teats direct to the public and have contacted
them about the web page advertising late last week. They have told me that
the teats will simply be in the box and that there will be no graphic
images of a bottle and teat on the box. This remains to be seen as the
product has not arrived here as yet. It is my hope the those of you who feel
strongly about this issue will contact Medela in your own country and get
the same committment from them. Interestingly, I can't find the 'complete
feeding system' brochure on the US website any more? I wonder where it has
gone....?
In the meantime, how do we deal with bottle and teat companies who say their
nipples are 'just like the breast' and 'close to nature!!! 'These stylish
soothers have a taste and odour-free silicone teat and are orthodontic to
ensure the natural development of your baby's palate' REALLY! 'Supports
breastfeeding The naturally shaped teat promotes proper latch-on and makes
it easier to combine breast and bottle' If this is true then why do we see
all the suck dysfunctions on babies who have these teats and have no idea
how to latch and breastfeed! and all the other rediculous claims.
Jenni James
Melbourne, Australia
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