If breastfeeding is healthier for babies, why are hospitals pushing corporate infant formula? How a growing number of states and cities are banning marketing in the maternity ward.
posted Oct 04, 2012
- Photo by Amy Bundy.
From TIME magazine’s provocative photo of a mother breastfeeding her toddler to the recent controversy surrounding an American University professor who breastfed her baby while teaching a class, how we feed babies often attracts its fair share of media attention.
But while news coverage often focuses on what are perceived as personal choices related to infant feeding, an important piece of the puzzle is often missing from their analysis: the intrusion of massive corporations into the relationships between patients and health-care providers, and the subordination of public-health considerations to profit margins.
Fortunately, advocates and activists are joining forces and putting a spotlight on this missing piece of the puzzle. And momentum is building as hospitals across the country—including all of those in Massachusetts and Rhode Island—are telling the infant-formula industry to take their marketing pitches elsewhere.
Science or sales pitch?
With the many benefits of breastfeeding touted by the Surgeon General and other public-health officials, why would hospitals send a new mom home with a bag full of formula?
Consider this: Across the country, up to 72 percent of health-care facilities with maternity units distribute so-called infant formula to new mothers in industry-supplied “discharge bags,” complete with formula samples, coupons for formula, and marketing materials.
With the many benefits of breastfeeding touted by the Surgeon General and other public-health officials, why would hospitals send a new mom home with a bag full of formula? Because the infant-formula industry, which is worth $3.5 billion in the United States alone, knows there couldn't be a better marketing tool than hospital freebies that are seemingly endorsed by health-care providers.
Studies show that women who receive infant formula samples in maternity wards are more likely to stop breastfeeding sooner and less likely to breastfeed exclusively. Though all major health care organizations recommend that infants be breastfed exclusively through six months, only 16.3 percent of moms nationwide achieve this goal. Experts agree that one of the obstacles to exclusive breastfeeding is ubiquitous infant formula marketing.
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Certainly, families should make their own decisions about how to feed their babies, taking into account a variety of life circumstances and personal preferences that might make them elect to use infant formula instead of breastfeeding. But as far as practicing evidence-based medicine goes, it makes sense for health care providers to recommend the option that is best for their patients’ health. That recommendation is seriously undermined by infant-formula marketing in health care facilities, highlighting the conflict between the ideal goals of hospitals (health) and goals of formula manufacturers (profit). As one humorous comic put it, discharge bags seem to send the message, “Breast is best, but you probably can’t do it.”
This issue strikes a chord that goes beyond this particular product. We look to our health care providers for scientifically based medical advice, not for a sales pitch. So many aspects of our lives are commercialized, from schools plastered with advertisements, to bridges, highways, and roads named for the corporations that make the highest offer. Still, at the very least, shouldn't our relationships with our health care providers be spared from the encroachment of values that turn every human interaction into one of buying and selling? Shouldn't we be able to trust that our doctors, nurses or midwives are offering us advice that is best for us, not best for the bottom lines of deep-pocketed corporations?
The struggle for a marketing-free maternity ward
Last fall, Rhode Island became the first state in which all maternity hospitals voluntarily eliminated industry-sponsored discharge bags.
Fortunately, we are starting to see change on this issue, thanks to many years of work by committed public-health advocates and activists. Recently, Public Citizen, the organization I work for, launched a campaign calling on health-care facilities to stop allowing the distribution of infant-formula samples to new moms. More than 15,000 people have signed Public Citizen’s petition calling on the three major manufacturers of infant formula—Abbott, Mead Johnson, and Nestlé—to stop using health-care facilities to market their products. Some states are leading the charge to get infant formula marketing out of hospitals.
Last fall, Rhode Island became the first state in which all maternity hospitals voluntarily eliminated industry-sponsored discharge bags. This summer, Massachusetts followed suit, with all 49 of its hospitals ending formula marketing on their premises. Massachusetts advocates overcame significant obstacles: In 2005, then-governor Mitt Romney forced the state’s department of health to overturn regulations that would have banned formula discharge bags from hospitals. Most recently, 28 of New York City’s hospitals voluntarily agreed to stop distributing infant-formula marketing materials to new moms.
The movement to ensure that health care facilities promote health, not corporate profits, is gaining speed. It’s time for hospitals across the country to say “no more” to corporate interests encroaching on patients’ access to quality health care.
Elizabeth Ben-Ishai adapted this article for YES! Magazine, a national, nonprofit media organization that fuses powerful ideas with practical actions. She is a Senior Researcher and Campaign Coordinator at Public Citizen.
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