Shifting the debate from marketing to "feeding freedom."

No one ever said that formula companies weren't smart. 

The International Formula Council launched a website called Moms Feeding Freedom recently.  It has a blog, discussion board, and a petition to sign.  On the surface it looks like a mom-inspired site, and it looks supportive of breastfeeding. 

But in reality it's a site devoted to countering the effort to stop hospitals from giving out those free formula diaper bags as you leave the hospital.  That campaign is known to some as "Ban the Bags." 

I do have to recognize the site sponsors for being honest about who is behind the site - formula companies, which are owned by big pharmaceutical companies.  But that's that's about all I find good about this site.      

If you've read an earlier post I wrote about it, you know that I feel strongly about this.  From my perspective, this is what it comes down to:  Hospitals should be marketing health.

Here's what I think is going on:  The formula companies are trying to shift the debate away from the question of marketing - specifically, the ethics of marketing formula on maternity wards - toward the question of "feeding freedom."  The companies are trying to spread the message that moms' choice of how they feed their babies is being threatened. 

For example, the sites try to rename the Ban the Bags effort "Ban the Bottle."  As if not promoting their products = taking away your right to formula feed your baby.  Classic bait and switch.

So, let's review the basics about feeding choices:  Some women choose to breastfeed, some women choose to formula feed, and some women choose to do both.  Feeding choices are exactly that: choices.  The responsibility of health care workers is to provide evidence-based information about feeding options, promote healthy choices, and then support women's choices, whatever they are. 

Now to the questions that the companies don't want you to think about:  Should formula companies have the right to market their products to us right after we give birth, especially when those bags have been shown to reduce exclusive breastfeeding rates?  Should formula companies be allowed to enlist hospitals, nurses, and doctors in an effort to promote their products? 

No one is trying to take choice away from families.  This is about formula companies trying to preserve their ability to market their products to moms on maternity wards, pure and simple.  If you're not convinced that this is the central issue, note that Moms Feeding Freedom urges support for a bill in Massachusetts which would prevent the Public Health Council from banning the formula bags. 

You may have heard these companies' claims that these bags are no big deal - they don't dissuade women from breastfeeding, and they're not an important marketing tool.  But if they're not effective at promoting their products, why are they fighting so hard to keep distributing them? 

The timing of this tactic is interesting, too.  Hospitals around the country, including all NYC public hospitals (thank you, Mayor Bloomberg) are giving the bags the boot.  Doctors, nurses, hospitals, and moms are getting tired of increasing corporate influence in medicine, and the companies know it. 

Yes, these companies are smart, but I think that moms are smarter.

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Comments

[Stephanie (Adventures in Babywearing)]

Feeding Freedom? Hello- isn't that what WE want as breastfeeders? I want the freedom to nurse wherever and however long I want without condemnation! Ah, I won't get too worked up here, but I do not think those bags should be in the hospital.

If someone really needs help with finding formula, then they should be able ask for it if that is their choice but I do not think that bag should be staring at you the moment you get to your recovery room like it's there giving them an "easy out." I think that some mother's might view it that way and if we are to give breastfeeding a better chance, those bags have got to go.

Steph

[Beth]

This really gets my blood boiling. I really do think that formula companies are out to sabotage breastfeeding just so that their bottom line has lots of zeros in it! And now they're pitting moms against moms under the guise of "feeding freedom". We need more unity and support in raising children, not more segregation and finger pointing!

I totally agree, Steph, that Feeding Freedom is what breastfeeders are looking for! Funny then, that this is the catch phrase that formula marketing companies have come up with. Maybe we can counter with "Breastfeeding is my Feeding Freedom!"

And Tanya, I also think moms are smarter than the formula companies and capable of making informed choices when given accurate information, instead of being lured by free gifts and cleverly constructed marketing tactics & campaigns.

[cagey]

I totally laughed out loud at the statement "You may have heard these companies' claims that these bags are no big deal - they don't dissuade women from breastfeeding, and they're not an important marketing tool. "

What a load of stinky poo! Very few companies do things for altruism - there's a reason why business and charities are defined differently. Like the formula companies are donating bags from the "goodness of their hearts". ha!

How about this? I think it's crummy that breastfeeding supplies aren't really passed out as samples much (like the soothing gel pads, which I've spend a fortune stocking up on since rumor has it, I am due to give birth next week.) However, breastfeeding mothers NEED those supplies, so those companies know we'll buy them anyway. Most new mothers don't HAVE to buy formula, so there's more incentive to hand THOSE goodies out for free.

Kelli
www.nursingyourkids.com

[Tanya]

Here's a post on this topic that I loved, especially the picture of Braveheart!

http://rattlingthekettle.com/2007/06/25/freedom/

Tanya

[deborah]

Beth, I think you are right on...I remember before I left I asked for more Lansinoh and was told I had to pay for it, but I did leave with a bag full of useless marketing supplies!
I was just so annoyed with the extra STUFF that I then had to figure out what to do with...I didn't need the bag, or its contents taking up extra space in my already over-stuffed household. From an environmental persepctive, too - what a waste! You know I have two canisters of formula that I didn't buy and I don't even know where they came from...either the hospital or the mail, I suppose.