Does A Free Can of Formula Really Benefit Anyone?
Sunday, July 29, 2012 at 10:12PM Just last week, the American Academy of Pediatrics approved a resolution that advised pediatricians not to provide formula company gift bags, coupons, and industry-authored handouts to the parents of newborns and infants in office and clinic settings.
In their rationale, they explained that: Research has demonstrated that the free distribution of commercial materials, such as formula samples, diaper bags, formula coupons, or other gifts via commercial infant formula marketing implicitly endorses formula feeding and creates the impression that clinicians favor formula feeding over breastfeeding, and research demonstrates that this activity decreases exclusivity and duration of breastfeeding.
Enfamil bag with free formulaSo, how does this really affect both breastfeeding moms and formula-feeding moms?
Does a can of free formula really benefit anyone?
To answer this question, I had to combine my Lactation Consultant (IBCLC) training with my mom-who-had-to-use-formula opinion. After much thought, my answer was a wholehearted NO! I absolutely believe that free formula at the pediatrician office does not truly benefit either the breastfeeding mom nor the formula-feeding mom.
And here is why….
- As newly breastfeeding moms, we are constantly self-doubting our supplies and our capabilities to fully nourish our babies. I mean, without a scale, we really don't have an accurate way of knowing how much our babies are taking from the breast. When we receive a free can of formula from our pediatrician, it is as if that highly respected person in our community somewhat doubts our capabilities as well. If this statement was untrue, then why do we have so many mothers in the United States who are not meeting their personal breastfeeding goals, even at three months postpartum?
This thought was further substantiated when I brought up this AAP resolution during my most recent recording of The Boob Group radio show on Saturday. The three panelists (breastfeeding mothers) said that they had never considered using formula until the free sample was staring them in the face during a growth spurt or during a particularly long cluster feeding session. While all three moms decided not to use it, they claimed that it definitely was a consideration during these times when they were questioning whether their babies were getting everything they needed from their breasts. Fortunately they were surrounded by breastfeeding-supportive friends and family to substantiate that they were doing a fantastic job at breastfeeding.
2. The Affordable Care Act, which will come into full effect on August 1, 2012, is requesting that American insurance companies cover lactation support (provided by an IBCLC). What does this mean for the new mom? This means that the Unites States government feels that breastfeeding is so important that it wants you to get all of the assistance you need to make it work, and will cover it under your insurance plan. If struggling moms can have access to the breastfeeding help they need, then free formula is not super necessary at the pediatrician’s office
3. Formula marketing in breastfeeding pamphlets is not inadvertent. The purpose is to advertise their formula products. When pediatricians use breastfeeding pamphlets from breastfeeding-supportive companies, THEY are advertising that they are fully invested and supportive of breastfeeding and will do everything they can to help a mom meet her personal breastfeeding goals. Free pamphlets written on a formula company’s letterhead sends quite the opposite message.
4. If formula is medically necessary (such as when a mom’s supply is not fully meeting her baby’s nutritional need and she doesn’t have donor milk), and free formula is not an option, then pediatricians may now be more willing to refer this mother to an IBCLC. Without free formula, the parents are now fully responsible to go to the store, purchase the formula, and follow the pediatrician’s recommendations. Instead, if these parents are under the care of an IBCLC, the baby will be fully monitored and the parents will be carefully instructed on how to use the formula AND protect the mother’s milk supply. Also, the IBCLC will hopefully be able to identify the root of the breastfeeding challenge, rather than placing a Band-Aid (formula-supplementation without protecting mom’s milk supply) on the situation.
5. If formula is needed or desired, it is readily available pretty much all hours day and night. Lack of a free formula sample is not going to hinder a formula-feeding mom’s access to feeding her baby.
6. If a mother chooses to formula feed her baby, then she is already purchasing formula from a store or online anyway. The free container from the pediatrician is not going to make a substantial reduction in her formula budget, so it doesn’t really help her out either.
7. Check out when this policy is actually put into practice! In 2009, the California WIC agency changed its formula-giving policy so that there was no routine issuance of formula in the first 30 days for breastfeeding infants and individual assessments of mother and baby were conducted for breastfeeding concerns and problems immediately postpartum and at the first postpartum visit. Within 6 months after implementation of these changes, the rates of food packages for fully breastfeeding infants increased by a very impressive 86 percent. (WIC Works: Policy Changes Raise Breastfeeding Rates)
So, what do you think?
I know, I know… Whoopi is definitely not going to LOVE this policy.
This is the deal, though.... This resolution is not about discriminating against formula-feeding moms. It is about removing a sabotaging element from breastfeeding mothers' lives. Banning free formula and formula marketing in pediatricians' offices may truly help a few moms find the support they need to meet, and surpass, their personal breastfeeding goals.
Reader Comments (10)
I think it will definitely make a difference. However, it should also be banned from OB/GYN offices. I received not one, but two, bags from my OB well before my son's delivery. Actually, I think we received the first bag on my very first appointment - when I was 7 weeks pregnant! Talk about a signal from the beginning that formula is better. He is now one year old and still breastfeeding and I am very proud of that.
I am 110% a breastfeeding advocate, I believe breast is best and also believe in extended brestfeeding.. BUT I not only recieved free formula cans but also purchases some while pregnant incase I could not breastfeed, because the most important thing is that the baby is fed and stressing a mother out is not supportive for her to produce milk.
also should be banned from maternity units as well.
Removing the "free" samples will also actually help formula feeding moms in the long run, too. Or at least it should hypothetically. I say this because nothing is actually "free". The cost of those cans and bags and pamphlets is made up in the outrageous price of formula at the store. Therefore, logic says that if there is no longer the expense on the company for these handouts, especially to families who do not want or need the formula, then the overall cost of formula for those who chose it will go down.
I agree, remove it from the OB/GYN office too. I got formula samples on my first appointment too. My name and address were also sold to outside advertisers and I received 5-10 cans of formula in the mail. Removing it from doctor's offices is a small step, removing formula companies ability to send me formula in the mail is a giant leap.
Well said, all points are clearly thought out. I am not in favor of medical staff presenting formula samples. I agree it sends a message that you may not succeed and those women who may be on the fence may resort to using the samples during a stressful time, such as cluster feedings or a growth spurt. I think it's a slippery slope, once you start to supplement and not pump as much as you supplement you risk having production issues. I put my sample in the cabinet and it sat there until I finally took it to the local food pantry.
When my daughter was 4 months old it became apparent she had a dairy allergy. Her dr. asked how long had I planned to BF. She was trying to be sensitive to what I wanted, but stopping was out of the question in my mind and I told her so. I had to eliminate all diary protein from my diet. For a month I had her on the 'special' formula and I pumped while my body 'de-toxed' itself of dairy. It was the most difficult time of pregnancy. labor or delivery! It was such a relief to be able to breast feed again, she is now 16 months old, we are both back on dairy and doing very well. During that time I heard from family members how it would be fine if I just gave her formula and didn't bother with altering my diet. Thankfully I am strong willed and stayed the course. I thought I would BF until she was one year, we are still BF'ing and at this point I have no idea how I will stop! I will wait for her cue.
Enfamil for one has this program where you sign up with your email and they give you all these coupons for free and money off formula. In that case it is of course the mother choosing to take the free stuff but man, they want you and your baby hooked so much that they will give away something like 10 cans of the stuff. I actually "cashed in" on all that free formula and donated it to a pregnancy crisis center. I figured maybe it could be put to some use for someone who isn't nursing or who can't nurse. I was given very conflicting info at the hospital and that very definitely got me worried about supply before we even got home. One nurse was telling me to supplement with formula and another was telling me not to! Too worried and exhausted, I supplemented and it took about 1-2 months to get to exclusively breastfeeding. From then I nursed my child til she self weaned a little after she turned 3.
my pediatrician didn't push the bag... it began at the HOSPITAL while i was LEARNING TO BREASTFEED. i found it very offensive and unhelpful. i threw away the bag and its contents as soon as i got home. the nurses really would not let me leave without it... "oh, take it just in case, you never know" and set it on my lap as they wheeled me out the door.
my birth plan included having my son in a birth center, but since he came 3 weeks early my midwife wanted me at the hospital. i will NEVER go to a hospital to give birth again. i hated it, and short of a life or death situation, i don't want their dirty, money loving hands on me ever again.
I really don't think this debate does anything more than pin breastfeeding moms against formula feeding moms. If you're offended by someone offering you free products, politely decline and then move on with your life! I exclusively breastfed for 4 months and then began supplementing with formula. I had formula samples sitting in my cupboard for those entire 4 months, and I never thought to turn to them during a crazy growth spurt. We all know cloth diapers are better for the environment (which in turn is better for babies) so are we all going to get offended when you get a fee Pampers in the mail?! Formula is NOT the enemy here!
Thank you Nicole!!! I agree. If you believe in something you have to set it as your goal and stick to it. If a free formula sample is going to deter you away from breastfeeding, it probably isnt that important to you. I knew having a c-section was 100% aginst what I believe in and wanted, so I did everything in my power to make sure I had a vaginal delivery and that meant going against my wishes of a NATURAL delivery and having an epidural after 56hours of labour (some at home, some at the hospital) but by having an epidural it relaxed my exhausted body and 4 hours later my 9 pound son was born vaginally.