Medela continues to breach the WHO Code in Australia, though they have changed tack a little, now advertising through bloggers. 

This sponsored post concentrates heavily on their Calma nipple, including the following normalising wording: "Calma allows bubs to do everything as they would via the breast - suck, swallow and breathe the same way.”, and this idealising language: "Calma was our best friend and never left our side."

It also encourages bottle feeding as a routine even if there are no issues with breastfeeding: 

"As a part of being a parent that early morning feeds and just bottle feeding in general as such an important role and everyone loves to be able to have a feed with the baby so using a feeding solution like Calma gives you piece of mind that they'll be alright. When I was breastfeeding Niah I knew that Daddy was going to be feeling left out so we wanted to make sure we were regularly using the Calma so not only could Daddy get a turn of feeding but if Mummy ever needed to not be with baby for a short time that it was possible.”

The post goes on to encourage people to gift feeding bottles to women at birth. There is a photograph of a young baby held up by a cushion and smiling adoringly with a bottle in front of its face, held by disembodied adult fingers.

http://njtreviews.blogspot.com/2015/12/medela-calma-giveaway.html

Lara Hopkins
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