Today's Parent giving mixed messages

We did a quick spot check of the Autumn/Winter 2000 issue of Today's Parent. The magazine boasts committed breastfeeding advocates among its writers and editors, and indeed the current issue contains good information on attachment parenting and involvement of fathers.

Regrettably, that's not the end of the story. There are also about 32 pages of advertising. Of these, eight full pages are ads which violate the International Code, or about 25% of their advertising. They include promotion of bottles, complementary foods, infant formulas and 'baby clubs'.

When placed alongside trusted writers and editors, the advertising enjoys credibility it does not deserve. We urge hospitals and health units to not be a conduit for these ads. The Code clearly requires the health care system to be free of these promotions. Put pressure on Today's Parent to change its advertising policy -- return to sender!

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