I love being the bearer of good news. Eliminating infant formula marketing in hospitals is decidedly a best practice employed by the vast majority of U.S. News and World Report’s top-ranked hospitals. Public Citizen’s new report, Top Hospitals’ Formula for Success: No Marketing of Infant Formula, co-released by the Ban the Bags campaign shows how the vast majority of the nation’s most reputable hospitals are acting ethically and thwarting pressure from formula companies to aggressively market their harmful products.
Numerous studies show that mothers breastfeed with less frequency and for shorter durations when they receive formula company-sponsored bags with formula samples in hospitals at discharge. The bags often lead moms to believe hospitals endorse formula feeding and give up more easily on breastfeeding. Healthcare professionals overwhelming recommend that women breastfeed exclusively for the six months after birth, given its numerous health and economic benefits.
The report makes the following findings:
– Sixty-seven percent of top hospitals in gynecology (30 out of 45) reported not distributing formula company sponsored discharge bags, formula samples or other formula company promotional materials to mothers in their maternity units. Another 11 percent (5 of 45) reported limiting formula company-sponsored discharge bag and sample distribution to mothers who request them, or based on other criteria.
– Eighty-two percent (14 of 17) of U.S. News’ Honor Roll, of overall best hospitals, reported having a policy or practice against distributing formula company-sponsored discharge bags or other promotional materials.
– Eleven percent of hospitals in gynecology (5 of 45) still distribute formula company-sponsored materials, and a handful of hospitals did not respond to the survey.
The report re-affirms other data showing that hospitals have been steadily trending toward ending formula promotion over the past decade. According to the Centers for Disease Control and Prevention (CDC) Maternity Practices in Infant Nutrition and Care (mPINC) survey, 27.4 percent of hospitals had discontinued the formula discharge bags in 2007 and by 2011, 45.5 percent had ended the practice. The number of Baby Friendly designated hospitals, prohibiting formula marketing, is increasing. Further, all hospitals in Massachusetts and Rhode Island have voluntarily banned discharge bags, while others including Maryland, North Carolina, Oklahoma and New York are progressively moving in that direction.
The formula companies should be the first to comply with the World Health Organization’s International Code of Marketing of Breast-milk Substitutes and stop co-opting hospitals into advertising their products. But with profits at stake, they’re ignoring the Code. More than 16,500 people have signed Public Citizen’s petition calling on the three major formula companies – Abbott, Mead Johnson and Nestle—to stop marketing in healthcare facilities. Sign the petition and forward to friends before we deliver it to the companies next month. Visit our http://www.citizen.org/infant-formula to learn more about Public Citizen’s campaign to end formula marketing and what you can do to make change in your community.
Eva Seidelman is a Researcher for Public Citizen’s Commercial Alert.