We had an example very close to Kika's in our Ethics seminar scenarios 
yesterday....

and Nina mentioned how Bounty bags have become Code compliant - 
<<http://www.bountybags.com.au:80/feedingFriendly.html>> Bounty publish a 
number of magazines, including Mother and Baby.. During our seminar Bounty 
bags were mentioned (as usual), so I checked their website again yesterday..

Here are some key points from their websites:

1.    They claim to be "the leading providers of information to pregnant 
women and new mothers".. and therefore have "an ethical responsibility to 
ensure that the information distributed to Australian families is in line 
with the World Health Organisation guidelines for Breastfeeding."

2.   They say "All the Bounty products are now endorsed by the Australian 
Lactation Consultants Association who act as the independent watchdog 
reviewing the entire Bounty portfolio each quarter to ensure that all the 
information including advertising is breastfeeding friendly and complies 
with the WHO code." [no mention of subsequent relevant WHA resolutions]

3.    When you click on 'feeding information'
http://www.motherandbaby.com.au/yourbaby_show.php?title=Feeding
they list in order (of priority ??)

From 1-10 includes direct quotes

(1) Sterilising your baby's equipment
(2) Eating healthily during breastfeeding (Its important to eat healthily 
when you need the energy to look after your baby and while 
breastfeeding......)
(3) Mixing breast and bottle (Breast is best for your baby, but there will 
probably come a time when you will want to bottlefeed, too.......)
(4) Introducing solids
(5) Tackling breastfeeding problems (Although many women find breastfeeding 
straightforward, there are some who have problems....)
(6) Breastfeeding clinic (Breastfeeding is nature's way.... but just because 
it's natural doesn't mean it's easy.....)
(7.) Flavours of the world
(8.) Boost your baby's brain power.... click for more and you can read all 
about brain-boosting power of LCPs.....in breast milk, but formula fed 
babies won't miss out as "Some infant formula milk is specially fortified 
with LCPs taken from plant sources."
 (9) Grubs up
(10) Solid start

4.    Regardless of the endorsement given by ALCA as their independent 
watchdog, who also "ensure that the information (including advertising) is 
breastfeeding friendly", I don't find it breastfeeding friendly. Language is 
powerful, and theirs undermines breastfeeding.


Cheers
Jan Cornfoot
Consumer advocate
www.capersbookstore.com.au

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