From Wendy Blumfield, Israel - I`m sure all Lactnetters will appreciate the following news that I received from Baby Milk Action.
Today (28 November), Baby Milk Action can announce it has won another case against a baby milk company breaking marketing rules. Why not celebrate by sending someone Baby Milk Action Gift Membership - click here?

Back in May we brought a case against Pfizer/Wyeth before the UK Advertising Standards Authority (ASA) over its email campaign promoting SMA infant formula.

Today the ASA has published it ruling rejecting the companies excuse that it was sending "informational materials" not advertising and upheld our complaint.

The email campaign was particularly distressing to the mother who first reported it to us.

The email was headed "How is feeding going?" and aimed at new mothers. It played on fears about milk intake ("If you're breastfeeding, do you sometimes wonder if your baby is getting enough milk?") and possible problems with breastfeeding before asking "Thinking of bottle feeding?" and promoting SMA infant formula and the SMA telephone "Careline".

In an historic ruling, the ASA has warned the company "not to produce marketing communictions for infant formula".

The only exceptions are in scientific publications and the trade press, "which the intended readers were not the general public."

Mothers experiencing difficulties need support to breastfeed and any mothers who choose to use formula need accurate, independent information, not biased information from a company that is trying to increase sales of its over-priced product, breaks marketing rules and makes misleading statements.

This new ASA ruling goes some way to defending mothers' rights and we will be using it to call all companies to account. It is particularly significant because the ASA is funded by the advertising industry and even it has called time on these practices.

Help to spread the word that Pfizer/Wyeth has been found guilty, yet again, of breaking the marketing rules. See our press release at:
http://info.babymilkaction.org/pressrelease/pressrelease28nov12

Best wishes,

Mike Brady

Campaigns and Networking Coordinator
Baby Milk Action, 34 Trumpington Street, Cambridge, CB2 1QY
http://www.babymilkaction.org/

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