LESSON #4
PROTECTING, PROMOTING AND SUPPORTING BREASTFEEDING

Formula Samples - What's the Problem?

Free samples of infant formula, coupons for formula, and the promotion of special 'baby clubs' are common in Canada. Pregnant women and new moms are bombarded by formula advertising in popular pregnancy and parenting magazines, at the grocery store, at doctors' offices and in the mail. There is usually a small disclaimer saying breastfeeding is preferred, but most experts agree that the disclaimer does not balance the impact of the formula advertising. One study found that women exposed to commercial information about formula were five times more likely to stop breastfeeding before they even left the hospital.

When women were contacted six weeks after their baby's birth, as part of the Simcoe County Infant Feeding Survey, 53% reported that they had been given formula samples. Most mothers got these samples in the mail or from their hospital. Of those who received formula samples, nearly half (46%) reported using them.

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