he selling
of artificial baby milks as if they were detergents was recently
taken to new highs by Ross Laboratories to announce ingredient
changes in their cow's milk formula.
Changes in ingredients of an artificial feeding product, however, do not make it "close to breastmilk" as the glossy promos claim (by implication the industry is stating that its products are lacking key nutrients and constituents). Altering ingredient ratios are merely experimental choices and in no way alter the fact that the complexity and intricacy of breastmilk cannot be mimicked. The fact remains that artificial feeding products, however they are marketed, do not have the nutritional composition the perfect amino acid ratios, the perfect micro-nutrient ratios, the essential fatty acid ratios and the essential long chain fatty acid, DHA; nor the scores of immunologically active proteins, enzymes, olligosaccharides, fatty acids, lymphocytes, macrophages, neutrophiles, lysozymes, mucins, lactoferrin, hormones; the complex growth factors and more, nor the perfect delivery system.
Surprisingly, the Ross promotionals repeatedly make claims about being close to breastmilk, yet the feeding trials reported make no comparisons to breastfed controls, only to mixed fed controls! And what about the studies cited? Two of the key claims cited studies "in press", other citations have no specific data to confirm the claims.
And how does Ross sell its tin cans of whiter than white? "We are targeting Health Professionals", "we are targeting Consumers", the promos boldly state. The promos list doctor detailing, doctor direct mail, doctor videos, medical conventions, product sampling, pre-post natal videos, hotlines, couponing, parent shows, info folders, baby clubs, age-specific mailings. A litany of marketing practices prohibited by the Code designed to protect breastfeeding.
It is illegal to make false claims about products marketed in Canada. To claim that artificial baby milk can provide the unique benefits of mother's milk is blatantly false. To claim that a product performs like breastmilk is an outright lie. To claim a product is as easy on baby's stomach as breastmilk is totally dishonest.
Two responses are clearly needed. Firstly, Ross's Code violations are intolerable. These aggressive promotions put the health of Canadian infants at risk. Health Canada must respond, cease its industry protective stance and be responsive to the needs of its most vulnerable citizens. Secondly, Ross must be charged for making illegal product claims. The consequences of these claims are serious. Deceit at the expense of infant and maternal health is intolerable.
Write your concerns to:
David Dingwall
Health Canada
House of Commons
Ottawa, ON K1A 0A6
John Manley
Industry Canada
House of Commons
Ottawa, ON K1A 0A6
To lodge a false advertising claim, write to:
Industry Canada, Director of Investigation and Research
Bureau of Competition Policy
Place du Portage 1, 50 Victoria Street
Hull, PQ K1A 0C9