Recently over the past 5 concurrent Sunday evenings in Hong Kong, at prime
Television time  7.30pm, a particular drug & formula company whom I shall
not name, has been sponsoring health talks targeting new mothers and fathers
on baby care. The program is very short but not helpful to breastfeeding.

First Sunday, after the program, there was a skit (drama with professional
actors) downgrading breastfeeding as something to be ashamed off and rather
ugly for the mother (pregnant woman discussing with her mother about
planning to breastfeed),then the husband joked about the concept of being
more healthy since he was fed on formula and a doctor giving advice that if
the mother is not able to feed she can use formula as it is almost the same
as breastmilk.

Second Sunday, after the program, the skit involved a male friend visiting a
new mother in the hospital and he bought a big tin of formula as a gift. The
husband questioned about whether it is the right sort of formula and that it
could cause heat rash for the baby. Then the doctor defended formula by
saying that it should be blamed for constipation and heat rash.

Third Sunday, the skit involved using the pacifier to help keep crying
babies calm. Then advice was given how to comfort crying babies but nothing
to do breastfeeding.

Fourth and Fifth Sundays, the skit has been about how to make up formula feeds.

Of course those of us who are familiar with the CODE know that all milk
formula cos. have signed to adopt the Marketing Code. However when I rang
the co. managing person in HK, I was given the answer that they have nothing
to do with the skit, it was the TV station responsible for the
advertisement. They only pay for the time on TV. When I complained to the TV
station Hotline, I got a letter in reply that it was only drama and not
necessary representing real facts!! Meanwhile hospitals continue to use
formula companies to sponsor their breastfeeding booklets; and accepting
free formula from the different co. on a three months rotation basis.

The aggressive marketing does not stop at TV, it is also in newspapers and
magazines,where the wrong kind of advice on breastfeeding is given as well
as extra bonus points for purchase of products including < 6 mths formula.

We have 36 Lactation Consultants but we have limited support from the
medical staff and the government. I thought Hong Kong being part of China,
should observe the signing of the CODE by President Jiang. However, I was
reminded that, we are one country but two systems!!

The above advertisements have been the boldest so far on TV. and I'm still
thinking of strategies to get back at righting the facts for the public. I
have asked mothers and staff to ring into the TV station to complain but it
was no use...they still carry on as if nothing happened. How do I take this
up further ? Any ideas would be appreciated from you folks on line.   I just
have to "air my lungs".



Chee Yuet-Oi, MEd.St,BAppSc,RN,RM,Fam.Plan.Cert,FRCNA,IBCLC
Educator, Midwife, Lactation Consultant
Project Co-ordinator,BFHI HK Assoc.
Tel & Fax: (852) 2603 6137