Moms Getting Mixed Messages
February 16, 2008 by Pauline M. Campos | 2 questions or comments
Not exactly the most supportive breastfeeding message, if you ask me.
It seems that unless you specify ahead of time that you don’t want formula being given to your baby (something I put in my birth plan, and asked each nurse taking care of me to read), you are likely to be given free formula (along with other commercial products) in your hospital discharge pack.
The results aren’t new. Previous studies show that formula gift packs encourage mothers to not only discontinue breastfeeding but never start.
While the distribution of commercial discharge packs to new mothers is not the only factor that influences a woman’s decision to breast or formula-feed—age and family income being more telling predictors—it is nonetheless significant.
The results of the Oregon-based study were highlighted in a recent article in The Oregonian.
Kenneth Rosenberg, MD, MPH, lead author of the study, was quoted as saying, “Hospitals shouldn’t be giving out discharge gift packs to new mothers.”
“Portland is the first U.S. city where every hospital has banned distribution of these discharge packs,” said Amelia Smythe, executive director of the Nursing Mothers Counsel of Oregon.
Kudos to Portland!
Ban the Bags, a national movement sponsored by the Massachusetts Breastfeeding Coalition, is working hard to stop aggressive formula company marketing by urging maternity hospitals and birthing centers to “market health, and nothing else.” If you’re not familiar with the Ban the Bags campaign and would like to know more, read here.
The bottom line—every mother has the right to make an informed infant feeding decision—unencumbered by commercial interests. Hocking specific formula brands within the sacred walls of the maternity wards not only has a potentially negative influence on that very personal decision, it also reeks of conflicts of ethics and mixed messages; all of which can and should be avoided.
This is maternity wards we are talking about here, not the Grammy’s. And while it might be acceptable for mega-rich movie stars to be showered with gift-bags containing thousands of dollars worth of goodies, even one free formula sample can change the course of a potentially long and healthy breastfeeding relationship, and that is far from okay.
While I eventually had to make the very tough decision to stop breastfeeding after only eight weeks, I can say with absolute confidence that my decision had nothing to do with my hospital or free formula.
But I have no doubt this little discharge “gift” is creating more harm than good when it comes to promoting exclusive breastfeeding for plenty of mothers out there. If hospital administrators really mean what they say when they tout the positives associated with breastfeeding, they need to do more than just talk the talk.
So I suggest an alternative to the formula gift pack; one free in-home consultation with a hospital-provided lactation consultant. Not only would the gesture (a lofty goal, no doubt!) be a positive step in the right direction, it would also clearly demonstrate that marketing has taken a back seat to the well-being of mother and child.
Also on baby gooroo®
It’s not about formula it’s about ethics
Great article!
While Tiger Woods and other athletes get paid to wear a company logo, the rest of us are PAYING any company whose logo we sport and doing advertising for them on our nickel!
Why would we want to do this for the formula industry? Makes no sense at all for hospitals to give the message of endorsement of formula–any brand–over breastmilk. Is our focus babies or profits? Should we be using mothers and babies in this way? Should our nurses be peddlers for this multi-million dollar industry? I think not. Hospitals should deliver healthcare, not some product to vulnerable patients.
As I’ve heard the MA Breastfeeding Coalition say–in order to sell more formula, you have to sell less breastmilk. Who loses? We all do (well, except the formula companies). How long does this “free gift” last for moms? Maybe, a week or so? Then moms go out and buy that particular expensive brand of formula from the store because their hospital endorsed it. This is pure marketing and to pretend it’s about giving mother’s a “choice” they wouldn’t otherwise have is just absurd.
How about this for an insight as to how one formula company feels about nurses: Never underestimate the importance of nurses. If they are sold and serviced properly, they can be strong allies. A nurse who supports Ross is like an extra salesperson. That’s from the Ross training manual. Extra salesperson! Except one that’s not on the payroll.
I love the suggested alternative to a formula discharge package–a visit with an LC. If enough patients speak up about this, these bags will get the boot they deserve!
I applaud the hard work of the MA Breastfeeding Coalition–leading the way toward change!
Kendall
I once saw on a breastfeeding website, that “the goal of formula companies is to make breastmilk”. While I appreciate what they were trying to say, I disagree with the statement. The goal of formula companies is to make money. The fact that they receive free advertising from the medical community is an item for the medical board of ethics to address.
I work as a WIC breastfeeding peer counselor in an area where there is very little breastfeeding support from any other source, including doctors and hospitals. When I was being discharged with my newborn son, I had planned to leaved all available formula behind. As the nurses were helping us to gather our things, they noticed that I had left the pre-mixed, oh-so-easy-to-use bottles. “You forgot your formula” one said. “I don’t need it, I’m breastfeeding” I said. “Well take it anyway, just in case” was her reply. As a mother who had successfully nursed two daughters, this suggestion didn’t put my breastfeeding at any great risk. But for a first-time mom, especially if she is young, this could plant a seed of doubt in her ability to feed her baby. It suggests that there will be problems, and the only cure for them is formula.
It is my strong belief that in order to increase breastfeeding, we need to do more that “ban the bags”, though this is an excellent start. We need to give a mom confidence in her ability to provide all the nourishment her baby needs. We need to train nurses and doctors, so that they can provide breastfeeding support. When a mother leaves the hospital, she should be given, at the very least, the name and number of a doctor, nurse, IBCLC, La Leche Leader, or peer counselor who can help her if breastfeeding problems or concerns arise. Instead, we give her a “just in case” bottle of formula.