Hi Ellen,
What you say is what infant formula manufacturers contend, that their
advertising is not in competition with breastfeeding but with other infant
formulas. However, a look at their advertising makes it clear that the
competitor is breastfeeding because everything is compared to breastfeeding.
It is the same with bottles, they all contend to be closest to
breastfeeding, breastfeeding is the competitor. 
Karleen Gribble
Australia 

-----Original Message-----
From: Lactation Information and Discussion
[mailto:[log in to unmask]] On Behalf Of ellen
Sent: Friday, 11 March 2011 1:25 AM
To: [log in to unmask]
Subject: marketing of bottles

Hi Karleen,
I totally agree that HERE within lies the problem - I don't believe that
anyone should idolize a product by comparing it to the breast, BUT having
said this, I don't think that this advertising is what will encourage a mom
to go for the bottle - she is going there anyways, but it might just
determine WHICH bottle she will go for. I don't think that there is any
benefit in recommending one bottle over the next because I believe it is all
in the HOW YOU GIVE the bottle rather than which bottle. As long as it is
not the breast then it is just a bottle. When the code addresses equipment
which undermines breastfeeding, as I stated before, I don't think in the
western world it is undermining the breastfeeding, but it will sway moms
regarding which bottle to go for.

Sincerely,
Ellen Shein, IBCLC LLLI
Tel Aviv

 

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