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Lactation Information and Discussion <[log in to unmask]>
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Thu, 9 Feb 2006 12:39:49 EST
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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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