They want you to fail.
Their bottom line depends on it.
Have you ever heard of a wolf in sheep’s clothing? This is it.
Formula companies do not support breastfeeding. They want to sabotage you. They want to exploit any iota of doubt that you have, any moment of weakness to get you to try their product.
Breastfeeding Support Kits
A breastfeeding support kit from a formula company is like a vegetarianism support kit from a pig farmer.
A formula company offering a free formula sample is like a suicide prevention line offering a free bullet, just in case it doesn’t work out (via @mediamum)
It makes no sense whatsoever. They have a vested interest in not supporting you. And they will be as sly and as deceptive as they can be.
Blogs listing coupons and deals and the twitter personalities that support them have been going crazy lately supporting the Enfamil Breastfeeding Support Kit. According to Enfamil, it contains:
- A sample of Expecta® LIPIL® DHA Supplement for pregnant and nursing moms.
- An excerpt from The Nursing Mother’s Companion, a useful guide with tips and suggestions.
- A sample of Enfamil LIPIL®, our closest formula to breast milk, should you choose to supplement.
Utah Deal Diva, one of the Web sites listing the breastfeeding sabotage kit provides more detail:
**Note: seems there’s a question as to what the Breastfeeding Support kit contains, so I thought I’d answer. Kit contains; breastpads, a container for storing breastmilk in the fridge, a cool-relief gel pad thing that you can put in your bra when you’re engorged and yes, a sample of formula. Mine also contained a coupon for a FREE tube of A&D ointment, as well as several other coupons. Hope this helps.
Do not order one of these kits if you want to breastfeed successfully. Perhaps it seems like they contain a few useful things. But having formula in your home is the best way to ensure that you do use it. Like chips in the cupboard when you’re trying to diet or a bottle of rum or pack of cigarettes lying around when you’re trying to kick the habit. They will be very appealing in a moment of weakness. It will be too easy to give up. When you are feeling desperate is not the best time to make an important decision like this. And yes, just one bottle can hurt.
More on breastfeeding sabotage kits:
Keyword Advertising
Today I was visiting another breastfeeding blog and was surprised to see a formula ad. I contacted the blog owner and she was going to take steps tonight to get it removed. The blog I was on was Blacktating and here is the ad I saw.
Now I say that I was surprised, but actually I wasn’t. This is typical of Google Adsense and of the formula companies. It is one of the reasons that I haven’t implemented Google Ads on my blog. You can block ads after the fact, but the formula ads just keep sneaking in. This has been the experience on the Mothering.com discussion boards where they use Google Ads, but have to rely on members to notify administrators when they see a formula ad, so that they can contact Google to have it blocked. Not exactly ideal. How many people see the ads before that happens? Why should members and administrators have to waste their time reporting these ads?
I don’t like formula ads to begin with, but what is particularly offensive about the one on Blacktating and many others is that they pretend to be a breastfeeding site, a place that you might be able to get support. I’ve seen this type of thing before and noted it in my post behavioural targeting fail.
Tonight, I did a few searches on Google to further research the topic and here is what I found.
First, I did a search on “breastfeeding” and got an Enfamil Ad.
Not what I was looking for, but at least not overly deceptive.It does tell you what the ad is for, what you are getting if you click.
But then I searched on “breastfeeding support” and found yet another link to Enfamil, this type pretending to be a link about breastfeeding support, but if you read the fine print it is about formula feeding.
Ah, okay.
Same thing from Enfamil, but in a different format, when I tried “breastfeeding help“. No Enfamil, soy-based formula is not breastfeeding help.
But then came the kicker. From Similac, also under “breastfeeding help” comes an ad asking you if you need “professional advice about your baby“. Do you see the word formula anywhere? No. But click on the ad and you arrive at the Similac Welcome Club page.
No, you didn’t read wrong. You were searching for “breastfeeding help“. The ad goes from suggesting you are going to Web site that will give you advice about your baby (presumably breastfeeding help?) to a page that says to a page that says:
When it comes to fulfilling the nutritional requirements of non-breastfed babies during the first months of life, SIMILAC is closer than ever to breast milk.
Unbelievable. Someone looking for breastfeeding help presumably does not have a non-breastfed baby. At least not yet. Not until they found this ad that told them how wonderful SIMILAC is and that welcomed them with open arms to their wonderful club.
Kind of reminds me of cults that come knocking on your door. They hope to find you in a state of weakness and suck you in until it is too late to turn back.
What do the formula companies say?
The formula companies, for their part, pretend to be good citizens. Pretend to be doing nothing wrong.
Mead Johnson, the company that sells Enfamil, says:
In developing countries where laws and regulations have been adopted to govern the promotion of infant formula, we abide by those laws. In developing countries where laws and regulations have not been adopted, Mead Johnson Nutrition has developed and complies with our own, internal guidelines. In developed countries, such as the U.S. and Canada, where the WHO Code has not been adopted by law, Mead Johnson complies with those countries’ laws and regulations and applies high-quality company standards.
Really? High quality company standards? Deceptive marketing practices are not what I would call high-quality company standards.
What are you going to do about it?
If you are in Canada, you may wish to read up on Misleading Representations and Deceptive Marketing Practices and consider filing a complaint with the Competition Bureau.
In other countries, I can’t pretend to know enough about the law or process for reporting these types of things, but I would welcome comments from anyone that does know.
Thanks to @TopHat8855 from the bee in your bonnet and @lauredhel from Hoyden About Town for suggesting some great links.
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I was poking around Livejournal without being logged in yesterday, to look at the ads. Here’s what I found: among other things, when you search for communities with keywords on “colic”, “reflux”, “pregnant”, “baby vomiting”, “baby diarrhea”, or “baby gastroenteritis”, you are always served an infant formula site at the top of the ads.
@lauredhel It doesn’t surprise me at all. Unfortunately.
I blame Google for this. I could pay enough money and put up an add for abortion if I wanted. It would show number one of the list for anything I choose. The fact is they have the money and in this case they have the power. sad but true
That’s exactly what I loathe about those kits. The one suggestion I have for the formula samples is to see if you can find a women’s shelter or similar to take it. There are women who are in situations where they’re going to need the formula. But if you’re serious about breastfeeding, don’t keep the samples around.
The advertising thing is a definite weakness of online, keyword targeted advertising. It’s too easy to advertise things that are completely contrary to what is really being searched for. It’s deceptive.
The sad reality always seems to me to be that many people would rather get the free stuff, to feel as though they are getting something from “the man” then pay attention to what it is that they are saying yes to.
I hear many of the moms in my classes compare stories about where they can get their “free” samples. They share information about who has the best giveaways and how much they have managed to land for free already.
When I point out that nothing is free and that I believe these companies have ulterior motives they give me a blank look and remind me off all of the free stuff they are getting. It just doesn’t register.
Breaks my heart and makes me nauseous all at the same time!
Excellent post. I have been fighting the “Breastfeeding Support” bag in my hospital since 1980’s. There is always a “new and improved”-”more supportive” bag. I wrote a proposal in 1989 to ban them and adopt the baby-friendly initiative. The NURSES fought me..”what will the mom do if she needs help in the middle of the night?” .. These companies target our hospital staff to do their work for them. If the bag is given to them by a professional… it must be something I need. Emfamil Pens, Similac name tag holders..it’s ALL over the place. I once had a formula rep offer to print up all my breastfeeding literature or hand-outs in a nice little book with my name on it. Hoe generous of him. Ha!
I did NOT know that Canada had as much trouble with this as we do in US. Do you have the bags given in the hospitals? Anyway- very good reading-Thanks
On Lactnet many years ago someone analyzed the copy for formula breastfeeding support. The sabotage is subtle, focusing on high standards for the “ideal” breastfeeding experience.
Did you see my post on formula marketing in Israel?
http://www.amotherinisrael.com/2008/12/23/why-formula-marketing-in-israeli-hospitals-is-bad-for-babies/
excellent post as usual. would you mind if i link to it?
@Francesca – Please go ahead and link to it if you would like! Thank you.
When I was pregnant, I was not sure if I was going to breastfeed. I never gave myself any pressure; no one influenced me in any way. When my baby was born, right away, I tried breastfeeding him and it was just perfect. I loved the entire experience. I didn’t even glance at any Formula ads in magazines, etc. I was not sure how long I would breastfeed for, though. I just did it for as long as was right for both of us. I returned to work when my baby was 6 months old, and basically stopped breastfeeding him around that time as well. So we decided obviously to go with formula – it was a tough adjustment but it worked out well after a few days. I did receive free formula from Nestle and other samples, etc. but I never felt like the reason I stopped breastfeeding was because of this. I know my situation is not like other people’s situations, and that a mom who has a hard time breastfeeding might give up too easily, I just wanted to share my thoughts on this. That while I think in a way, yes, it is wrong to advertise so much and to give all this ‘free stuff’ to mom and to make moms think formula is as great as breastmilk, most moms will make the smart choice for their baby without the influence of Formula companies telling them what to do.
This is an excellent post, though. Thank you.
Loukia– Studies have shown that women who are given formula “just in case” are significantly more likely to struggle with breastfeeding and use that formula. Enfimil’s “kit” says on the front– “For the NURSING mom on her first visit.” Not for those who don’t know…not for those who know they will use formula, but for the breastfeeding mom. Sad.
I ranted on a “Breastfeeding Resource Kit” a few weeks back. I’ve linked to it through my name.
Nestle has come under attack for violating the World Health Organization’s International Code of Marketing of Breast-Milk Substitutes and has several boycotts of its products out there (water for example).
Wow. Infuriating! Thanks so much for this post. I am also going to write and link. I am not in Canada but I am sure a quick search will end in the same results. I also will be looking more closely at the ads google puts up on my site.
My neighbor has a 5 week old and she’s currently breastfeeding, but she’s been eying her can of formula whenever her little one cluster nurses and she’s feeling overwhelmed. I practically did a happy dance of encouragement for her when she said, “But I haven’t touched it, yet.” She’s “holding out” because her sister is a breastfeeding advocate, but she sees the formula as a relief, a sure-fire way to get her baby to sleep longer, even though she’s producing plenty of milk and her baby is a great latcher.
Ugh.
And when I was breastfeeding, I had friends stress to me how important it was to get my baby “used to a bottle” so my “husband could bond with him.” I wonder how many families add formula to their routines for this reason as well.
It’s all marketing madness. You should check out Cave Mother’s posts on formula advertising in the UK, too. Really smart stuff.
Although one is constantly reminded that it is best to feed infants with human milk, I think the tone of language in this post is unnecessarily hostile.
There are a number of circumstances in which infant formula is the logical choice for an infant. One such situation would be if the infant is kept in intensive care after birth while the mother is too weak from the delivery to leave her bed.
In such situations, the language in this post can actually prove counter-productive. Parents will come to realize that exclusive breastfeeding at this point is unrealistic, and may feel quite guilty when they do resort to supplementation. Although it is quite possible for them to eventually migrate towards an exclusive breastmilk diet, they have now been alienated from the breastfeeding community and have lost what could have been a valuable resource.
Further, the language used in this post seems to imply a malicious intent on the part of the formula manufacturers. I find it very hard to believe that the nutritionists working on developing infant formula have anything but the health of infants on their mind. Rather, they are providing a valuable resource to parents in less-than-ideal circumstances.
@Matthew:
The harsh language in my post is not directed at a parent who chooses formula or who has to use formula. It is directed at the formula companies that are doing their best to sabotage women that are trying hard to breastfeed and to overcome difficulties. Do you really think it is appropriate for formula companies to disguise what they are offering as “breastfeeding help”?
I don’t have a problem with formula existing. It is necessary in certain circumstances. But just like we don’t advertise c-sections, we shouldn’t be advertising infant formula. It is a medical necessity sometimes. It can be a choice sometimes. But just like a c-section shouldn’t be pushed on a woman that wants a natural birth, formula should not be pushed on a woman that wants to breastfeed.
I’ve been following your blog and find it very interesting and informative but, like Loukia above, I disagree that having formula in the house is like having cigarettes when you’ve given up smoking. I breastfed my son till he turned one, at which point he lost interest – I’d have gone on if he wanted it. The first three weeks of his life, he was in hospital in another town while I was at home, but I carried on breastfeeding (pumping). I also had mastitis during this time. For the next three months feeding him was so painful I cried at every feed. We had formula samples in the house all that time and they did not get used. Another friend here was in really awful pain with cracked nipples and everything and had a whole tin of vegan formula in the house but did not use it and continues to breastfeed her one year old to this day. I am not an unusually strong person or anything (can’t speak for her) – I just didn’t choose to use them. Maybe there is more support here in Europe for breastfeeding women? I don’t know.
I do agree that the marketing is very cynical, but it sounds like the other freebies are worth having – especially for someone who’s short of cash to buy those things.
Great blog!
I’ve seen those Google ads on breastfeeding sites, and find them horrifying. It’s a big reason that I wouldn’t consider using them myself. How do I know if I’m broadcasting a message I fundamentally disagree with? I don’t, until it’s too late.
I received formula samples for the first time with this baby. Whereas 4 years ago when my daughter was born it was all about ‘coupons’, this time they’re actually sending unsolicited cans to my house. It makes me sad, because it suggests that the companies are increasing their marketing rather than decreasing it.
I got one of these unsolicited mailings when my little one was 9 months old. My little one was a late term preemie and I had worked very hard in the beginning few weeks to get her to nurse around the clock (she nursed great but only had energy to nurse once or twice a day, so I had to pump around the clock in order to build up and maintain a supply until she could take over at about 5 or 6 weeks old.) I was very mad and called up the company to complain. I told them my daughter was breastfed and my breasts were very capable of supplying her with what she needed. I let them know I was very insulted and that formula was disgusting! I even asked for them to take it back since I did not ask for it. Apparently, somehow they said I did in my prenatal childbirth class by signing the register sheet! What? I paid for that class not the formula company (or did they help?)
The lady at the formula company I spoke with asked “Well, what about mothers like me who did not make enough milk and needed to use formula?” She told me that though both her grandmother and mother had had no problems breastfeeding and tried to support her, her ped told her the baby was not gaining enough and to stop nursing and bottle feed. This was in the 1970’s. I told her that the weight charts used then and even now were made by the formula companies and were NOT based on breastfed babies, but on formula fed babies. I told her she should have changed doctors not stopped breastfeeding! It did seem like before I got off of the phone with her she seemed to get my message – she probably had never known this before me telling her.
I can proudly say that my little one is still breastfeeding at 33 months old and we plan to do child-led weaning!
I had my baby in Germany, and from my experience, I had much better support there than in the U.S.
Sigh. Yeah, I have seen this around a lot lately.
I even had a couple people give me free samples that they got for me — they really didn’t get it. Breastfeeding isn’t as wishy washy as some people might think.
It can be hard and women who want to breastfeed need support & don’t need alternatives shoved in their faces if they choose to stick to the boob.
I agree with you. The last thing you should give a new mom who is breastfeeding for the first time! I am however conflicted on other parts of this post. Still trying to think of the proper way to compile my thoughts. Such a delicate subject, breastfeeding.
Great post as usual.
Bottom line is how many places can a formula company show it’s face? The wider the audience the better chance at “getting” someone to purchase it and think that it’s the only solution.
Like I’ve posted somewhere else, a breastfeeding kit should contain a coupon for a free nursing bra, nipple cream and snacks for mom to eat while baby is attached to her!
To add to someone else’s comment where other people give the breastfeeding mom “free” samples, in my case my mother in law keeps applying and registering herself to get formula for me. Just in case!!! sigh, never mind that I have 100oz of bm in the freezer!
Keep writing your blog, you are doing a great job.
Perhaps instead of just getting pissy, you could find a way to organize a true breastfeeding support kit, with things that would really help a mother who needs it. Complaints dont help, its action. If I’d had better support when I had my baby, instead of a lactation consultant who was sure my baby was just tired and would catch on eventually, I would have stuck with it and it’s a decision I regret. But I didnt have or know where to find the support that I needed, and maybe you could find companies willing to help organize a real kit to counteract the crappy one.
Excellent post. I linked you back in my response: http://starr2001.blogspot.com/2009/05/ban-bags.html
You have brought up something which is shaking the whole Internet. Google controls how people find things on the Internet. Many people think Google is “impartial” but in reality the hits which appear on the first page are a result of complicated forumlas Google uses which “filter” what you see. Of course the ads are completely controlled by who paid the most money. I read an interesting book on this topic (The Search) here is the link to the book on Amazon. http://www.amazon.com/Search-Rewrote-Business-Transformed-Culture/dp/1591841410/ref=pd_bbs_1?ie=UTF8&s=books&qid=1241565072&sr=8-1
Great post, but it is important to point out that you are addressing the marketing issue, not the choice of BF or FF.
When I had my first, he rejected one breast (I didn’t really know at first), clustered, frequently needed to feed etc. in the beginning. I thought “I won’t make it” and it was my HUSBAND who encouraged me to keep going, keep trying…which we did, for 20 months and looking back, I have only fond memories of our nursing relationship.
That was my choice and I had great support around me – BUT with this kind of marketing, it’s far too easy to think that it’s the easy way out, especially if you don’t have support like my husband.
There are a lot of other resources to go to before having to give formula. With my son, pumping really saved me. It just made me feel like I had a little something more (especially with only one working breast) for growth spurts etc.
However, this is not to say formula doesn’t have it’s place. But we should be educating women on the options for nursing first and supporting that choice as best we can (and Cindy had a great idea as to what a true breastfeeding support kit should have in it).
Another great post
Matt, have you ever cared for postpartum women and babies in NICU? Babies who need intensive care are those who most desperately need breastmilk. Artificial feeding dramatically raises the risk of necrotising enterocolitis, gastrointestinal/respiratory/brain/blood infections, and death for fragile and premature babies. Mothers can be assisted to express for the baby (though it is rare that she is truly too ill to be moved in a wheelchair or on a bed), or if that is impossible for some reason, donor human milk should be used. If that is also impossible in some extreme circumstance, obviously the intensive care unit would prescribe formula as per any other feeding substance. Why would the doctors need the mothers to receive advertising and first-taste-is-free packs in this situation?
YEAH…NO KIDDING to the post 24 final question. Formula does not need to be advertised. IT WILL BE PURCHASED IF NEEDED! Like cigarette and alcohol ads have been regulated, so too are fomula ads, but sadly, they are not enforced in this country. It’s all about the Benajmins. I love to read the comments though that are wrong though, because it is a good commentary on what societies as a whole need to work on…wait…I think you’re in Canada?
@strwberryjoy – Yes I’m in Canada, but we still have socieities here!
Excellent, excellent post. The Google ads that pop up when you write about whatever is part of the reason I no longer have any ads on my site.
Thanks for this! We phased in formula for our son from about 7-8 months but I do find this really evil. We have been using the Enfamil brand but now I will avoid it, I don’t want to do business with companies that behave so unethically.
This “freebie” marketing isn’t just to mothers of newborns.
On the very day that my daughter turned 6 months old, another “free” can of Enfamil showed up on my door step.
this is interesting and worrisome thanks for the research- I will pass it on
This is a touchy subject. I breastfed my daughter so I am PRO breastfeeding for my children. But there are just as many women who do not want to breast feed. And my only thought on this is – is it fair to take away their samples? Formula is expensive and free samples are extrememly helpful to some families. So I am conflicted on this one. I guess there should be a choice to sign up for free samples and then only those who want them would get them. I don’t know the answer to this one. I like the idea of a breastfeeding support kit (without formula coupons) would have been SOOOO helpful to me.
One more point to make – A reason for keeping formula in the house. I had a friend who strictly breastfed but did not produce enough milk to freeze. This made it impossible for others to help. Basically, she was attached to the child 85% of the time and only went on short trips to the store etc. This friend had an accident on the way to a friends house. Baby at home with Dad. Rushed to the hospital, unable to feed baby. Dad did not know what to do much less know what formula to buy. It would have been wise in this case for a small supply of formula to be kept on hand for emergencies. Just a thought…
I fully believe that if formula companies want to give free samples and coupons to women who want them, then great. But, to repeatedly target women who intend to breastfeed is just wrong. It is hard enough in this culture for women to exclusively breastfeed without formula companies, hospitals, and/or doctors sabotaging them.
I am proud to say that my state is working to get rid of those “free samples” in the hospital bags. Portland was the first city in the nation to have all hospitals be bag-free and the rest of the state is catching up. http://www.breastfeedingor.org/healthcare/ban-the-bags-campaign