Formula industry wins the bronze "Falsie" award.

The International Formula Council has won the dubious distinction of the bronze "Falsie" award from the Center for Media and Democracy.

The industry earned this award for establishing two websites, Moms Feeding Freedom and Baby Feeding Choice, which are intended to look like grassroots sites.  Instead, they are aimed at protecting their ability to advertise formula on maternity wards, a practice opposed by groups like the American Academy of Pediatrics and the Centers for Disease Control.  I wrote about these sites back in June when they first went up.

The Center states, in making the award:

There's no question that the formula industry, represented by the International Formula Council (IFC), deserves the Bronze Falsie. The September / October issue of Mothering Magazine reported on "stealth" websites that "appear to be grassroots advocacy sites, but are actually mouthpieces for the formula industry." They include momsfeedingfreedom.com an IFC website that opposes restrictions on formula marketing in hospitals as attacks on "women's access to information to make a legitimate choice."

For portraying accurate health information as alarmism and intrusive marketing campaigns as "freedom" -- not to mention helping to keep U.S. breastfeeding rates well below those of European countries -- this Falsie's for you, IFC!

The article also mentions the Washington Post article which highlighted the formula companies successful efforts to both squash a controversial media campaign and bury an important U.S. Department of Health and Human Services study showing the benefits of breastfeeding.  Though not mentioned in the Falsies competition, the companies have also run promotions to enlist health care professionals in the task of selling formula.

Wonder if the editors of Working Mother Magazine will take note.  They recently teamed with Abbot/Ross Pharmaceuticals to promote babyfeedingchoice.org as part of a seminar on "Advocating for Better Working Family Policy."  Thanks to Cate at The Milk Memos for pointing this one out.  Of all of the policy changes which would benefit working families, Working Mother wants us to rally to protect the formula industry's right to advertise on maternity wards? 

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