Many of you are aware of the current ad on the Mead Johnson website in which the title tab of the site states "The Breast Milk Formula-Enfamil." You can see this at http://www.enfamil.com/app/iwp/enfamil/productDetail.do?dm=enf&id=-10733&iwpst=B2C&ls=0&csred=1&r. I sent a complaint to the Federal Trade Commission at www.FTC.gov which you can read below. Please consider sending a letter. It is quick and easy. The FTC needs hundreds of letters regarding this breech of the law. You are welcome to use my letter as a template or in any way you see fit. We all become outraged when we see this type of ad but it is time to do something about it. Now is the time. Breastfeeding is under fire from all sides and we need to speak in large numbers for those who cannot. NABA and the Cornucopia Institute jointly filed a petition to the FTC about how companies were marketing formula with DHA/ARA in it, which can can read at www.cornucopia.org in a report entitled "Replacing mother-imitating human breast milk in the laboratory." If we could get 1000 letters sent about the Mead Johnson website, perhaps the FTC will start looking into this. Time to act! Marsha Walker, RN, IBCLC Weston, MA I wish to register a complaint regarding text contained at the following Mead Johnson website: http://www.enfamil.com/app/iwp/enfamil/productDetail.do?dm=enf&id=-10733&iwpst=B2C&ls=0&csred=1&r Mead Johnson manufactures infant formula and markets it in a manner that is false and misleading to consumers. The title tab at the above website states "The Breast Milk Formula-Enfamil." This deceptive text could lead consumers to believe that Enfamil formula is the same as breastmilk and cause them to purchase this product thinking that it will produce the same health outcomes as feeding an infant human milk. Enfamil formula contains fungal and algal sources of DHA and ARA which are metabolized differently than human milk-derived DHA and ARA. Mead Johnson has been cautioned by the FTC to refrain from overstating the health benefits from these fatty acids yet has escalated the claims to the point where the company represents infant formula as the same thing as human milk. My organization, the National Alliance for Breastfeeding Advocacy (NABA) and the Cornucopia Institute jointly filed a petition with the FTC on January 24, 2008 requesting the investigation into false and misleading claims by formula manufacturers regarding these fatty acids as possible violations of the law (15 USC 45). This particular ad is misleading, as scientific data to support the claim is inconclusive. There is no data that supports infant formula being equivalent to human milk. There is grave likelihood that consumers will reply on misleading claims about DHA/ARA when making important decisions about infant feeding methods. The US Department of Health and Human Services states improvement in breastfeeding goals for the nation in its Healthy People 2010 document. The US government invests hundreds of millions of dollars to support breastfeeding which is neutralized when deceptive claims for infant formula are allowed to dupe parents into thinking that infant formula is the same as breastmilk. The FTC is under a legal duty to end misleading advertisements under Section 5 of the Federal Trade Commission Act, 15 USC 45. The FTC has described a misleading advertisement as a representation, omission, or practice that is likely to mislead the consumer. In the case of DHA/ARA as advertised on this website, there is a high likelihood that consumers will be mislead into believing that this formula offers benefits to their infant's development, when scientific research shows that this is an unproven conclusion. This deception can cause harm to both mother and infant by falsely claiming that infant formula is an equally good way of feeding an infant. I urge the FTC to thoroughly investigate this matter pursuant to your authority, including but not limited to the issuance of a civil investigative demand. Implying that Enfamil formula is human milk in a can is a practice that is likely to affect the consumer's conduct or decision with regard to purchasing this product. Abandoning the provision of human milk has been shown to result in less optimal health outcomes and the expenditure of billions of health care dollars for diseases and conditions preventable by breastfeeding. I respectfully urge the FTC to take immediate action against Mead Johnson in fulfillment of 15 USC 45. Marsha Walker, RN, IBCLC *********************************************** Archives: http://community.lsoft.com/archives/LACTNET.html To reach list owners: [log in to unmask] Mail all list management commands to: [log in to unmask] COMMANDS: 1. To temporarily stop your subscription write in the body of an email: set lactnet nomail 2. To start it again: set lactnet mail 3. To unsubscribe: unsubscribe lactnet 4. To get a comprehensive list of rules and directions: get lactnet welcome