I heard from a mom on Breastfeeding.con, that also works for WIC.  She said she had a mom call her and wanted to know if she could get "that new fromula with breastmilk in it."

I posted the following on breastfeeding.com's advocacy forum:

I think these incidents need to be reported to Marsha Walker at [log in to unmask], she collects all these types of things into a report for NABA (National Alliance for Breastfeeding Advocacy). 

But more importantly, I think this would be a great example to report to the Federal Trade Commission (FTC) to show that the ads are deceptive and misleading. 

From page 53 of the NABA report: 

The Federal Trade Commission Act prohibits "unfair or deceptive acts or practices" and "any false advertisement" that is "misleading in a material aspect". 

Truth-in-advertising rules specify that:
- advertising must be truthful and non-deceptive.
- advertisers must have evidence to back up their claims
- advertisements cannot be unfair. 

According to the FTC's Deception Policy Statement, an ad is deceptive if it contains a statement, or omits information, that:
- is likely to mislead to mislead consumers acting reasonably under the circumstances; and
- is material, that is, important to a consumer's decision to buy or use the product. 

"The types of claims that the FTC would pay closest attention to are ads that make claims about health or safety and ads that make claims which consumers would have trouble evaluating for themselves" 

That the woman was left with the impression that the new formula contained breastmilk and was thus better, and led her to request this formula, is proof that the advertisements are misleading. Sure the company will claim that is an isolated event or that she was mistaken - but the greatest test of any advertising or marketing effort is the result (the perception that the consumer is left with, not the reality or facts of the ad). 

Maybe lots of women are getting this same impression from the advertising, if all these incidents were reported - they'd have to investigate. 

Here's the address for the Federal Trade Commission:
Federal Trade Commission
Consumer Response Center
Washington, DC 20580
(202) FTC-HELP (202-382-4357)
email [log in to unmask] 

Federal Trade Commission
Division of Advertising Practices
6th St & Pennsylvania Ave., NW
Washington, DC 20580 

Perhaps we need another form (along with the birth practices one) for you all to track advertising influences?

Janice Reynolds

Founder, Moms For Milk Network





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