Breaking the Rules Threatens Breastfeeding Rates

Mead Johnson nutrition classes definitely Unhealthy

Billed as "seminars" especially for expecting or new parents, Mead Johnson dietitians, the modern version of "milk nurses", promise valuable information on infant nutrition, booklets and free samples as enticement. Appearing in communities across Canada, such as Bridgewater, Toronto, Winnipeg and Vancouver, the MJ milk nurse attempts to sign up her audience for the free "Tending Small Miracles Baby Program". However, duping pregnant women and new mothers may be backfiring on MJ as breastfeeding advocates from public health and community networks react.

In Burnaby, BC, the Community Issues and Social Planning Committee of the Burnaby Parks and Recreation Department adopted the motion to "deny the use or rental of parks and recreational facilities to infant formula companies such as Mead Johnson for the promotion of their products". Burnaby is now implementing this policy. Richmond, BC has also taken decisive action. Companies violating the International Code are prohibited from using public facilities and at Vancouver's Hastings Community Centre pending a Vancouver Health Department decision to implement Code policies, Mead Johnson has been informed that they may not use the centre if they continue to bar health care workers from their "seminars".

imilarly, in other parts of Canada MJ's sessions are being foiled. Recently in Thornhill Ontario, health care workers outnumbered MJ's targets and raised questions thwarting the formula promotion impact to ensure that breastfeeding would not be undermined. Others are responding by raising the issue with Parks and Recreation Departments.

Anne Parker, after picking up a brochure at her local pharmacy filled out the seemingly benign "Tending Small Miracles". She tells INFACT "as a totally breastfeeding mother, you can imagine my surprise when I received this package of formula (340g tin of Mead Johnson formula), enough to feed your baby for four days it says! I have enclosed their 'Refer a Friend Card...".

Direct Advertising Intensifies

Kirk Shearer publisher of Canadian Living Magazine justifies acceptance of Mead Johnson ads for Next Step formula to the Calgary Breastfeeding Matters Group, by claiming that World Health Assembly Resolution 39:28(1) states that these products do not come under the provisions of the International Code of Marketing of Breastmilk Substitutes. No where does Resolution 39:28 state this. Mr Shearer is blatantly misleading his readers. A careful reading of WHO Resolution 39:28 would inform him that "these products are not necessary". The Code clearly states that breast-milk substitutes include "all foods and beverages represented as partial or total replacemnent for breastmilk". Further, Mr Shearer justifies acceptance of the ads on business grounds, "it would be highly arbitrary if we rejected the business". Clearly, for Canadian Living the "business" of selling advertising comes before the health of Canadian infants.

Your response is urgently needed.

Let Canadian magazines know how you feel about their participation in the promotion of artificial feeding products. Are advertising dollars more important than infant health?

Bonamil, the latest Wyeth Ayerst dollar stretching offering, splashed its promotions via newspaper inserts across Canada during April. In Saskatchewan, breastfeeding activists cancelled subscriptions to their local newspaper to protest the offensive ads.

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