Gov Pressured by Formula Companies to ‘Water Down’ Breast feeding ads

[seemslikeadream]

ABC News has obtained the ads that were produced but never aired. One of the ads showed pregnant women at a roller derby violently competing and then the message: "You wouldn't risk your baby's health before it's born. Why start after?"

The other spots obtained by ABC News include pregnant women at a logrolling contest and riding a mechanical bull. They ended with a list of diseases that the ads said were more common among babies not breast-fed, including diabetes, leukemia and ear infections.

The ads were sponsored by the government and produced by the Ad Council, a nonprofit group that produces, distributes and promotes public service announcements. The ads were set to be released last December, but some formula companies complained after getting an early sneak preview of the ads before they hit the airwaves.

A spokesperson for the International Formula Council, the trade group for the formula industry, said they support breast-feeding and only objected to the commercials because they felt they were too negative in tone and inaccurate. No company official would talk to 20/20 about the efforts to kill the ads.



This print ad was part of the government's original campaign but was later dropped. It says that if a baby is not breast-fed, there is an increased risk of diabetes.
more
http://abcnews.go.com/sections/2020/Investigation/2020_breastfeeding_ads_040604-1.html



Public Service Campaign to Promote Breastfeeding Awareness Launched; Emphasizes 'Babies were Born to Be Breastfed'

6/4/2004 2:12:00 PM


--------------------------------------------------------------------------------

To: National Desk and Health Reporter

Contact: HHS Press Office, 202-690-6343, Ad Council Press Office, 212-984-1964

WASHINGTON, June 4 /U.S. Newswire/ -- The U.S. Department of Health and Human Services' Office on Women's Health (OWH) and the Advertising Council announced today the launch of a new national campaign that encourages first-time mothers to breastfeed exclusively for six months. "Babies were born to be breastfed," the campaign tag line, memorably summarizes the clear recommendation contained in the new public service announcements (PSAs).

"Like our campaign says, 'Babies were born to be breastfed,'" Secretary Thompson said. "Breastfeeding exclusively for six months is a powerful way to get a newborn off to a healthy start in life. Hopefully, this campaign will provide mothers with the information and the motivation to breastfeed."

The United States has one of the lowest rates of breastfeeding in the developed world. While most new mothers initiate breastfeeding, more than one-half discontinue by six months. Recent studies have shown that breastfed babies are less likely to develop ear infections, respiratory illness and diarrhea and may have reduced risk for childhood obesity.

"New parents are often discouraged from breastfeeding because of confusion about duration and doubts about their ability," said Acting Assistant Secretary of Health Cristina Beato, M.D. "These new public service announcements speak to parents clearly about the consequences of not breastfeeding, which may help encourage more mothers to initiate and continue to breastfeed exclusively for six months."
http://releases.usnewswire.com/GetRelease.asp?id=136-06042004

[fearnobush]

1. More proof of corporate whoredom. Bush ought to be the

international symbol of human suffering.

[struggle4progress]

2. Which is more important to the Bush administration:

your baby's health or a multinational corporation's bottom line?

Apparently, the cons are only pretending to love babies. :(

[seemslikeadream]

3. HHS' Secretary Tommy Thompson met privately with formula industry

Officials confirm to ABC News that HHS' Secretary Tommy Thompson met privately with formula industry representatives but turned down meeting requests from breast-feeding advocates.

But the acting assistant secretary for HHS, Christine Beato, speaking for Thompson, said she was "not aware of that," and said the ads were pulled because a review found them scientifically inaccurate. Beato met with formula makers but said breast-feeding advocates did not request a meeting with her.

"I met with the industry. Because they kept calling my office every two weeks," said Beato. "Every two weeks."

While other scientific studies back up claims of an increased risk for leukemia to babies not breast-fed, Beato said the experts who were satisfied with the studies are "not our experts in this department."

The formula industry hired Washington lobbyist Clayton Yeutter, who was the secretary of agriculture for the elder President Bush and a former Republican Party chairman. In a series of letters to Thompson, obtained by 20/20, Yeutter thanked him for making some changes to the campaign and asked for more changes to be made.


more
http://abcnews.go.com/sections/2020/Investigation/2020_breastfeeding_ads_040604-3.html

[paranoid floyd]

4. You Stupid Whore

They called your office every two weeks because there is a fucking dollar at the end of it. Here's an idea - I'll call Christine Beato every two weeks and tell her I want to dry hump her sister. I suspect she'll agree to that.

[seemslikeadream]

5. I wonder if you could please specify who you are calling a whore

it's a tad confusing. Thanks

[paranoid floyd]

7. Well....

There are many whores out there these days but I was specifically referring to Acting Assistant Secretary of Health Cristina Beato, M.D. You know, the one who said "I met with the industry. Because they kept calling my office every two weeks. Every two weeks."

I originally misspelled her name but apparently she's either Christine or Cristina. Take your pick and figure it out.

[seemslikeadream]

9. Actually at first I thought you were calling me a whore

but then again I'm sensitive to the word you!



‘Watered Down’ Ads

The modified ads were released today, but the spot with the roller derby scenes will not air. HHS also left out all references to leukemia and diabetes in babies not breast-fed.

And instead of referring to risks from not breast-feeding, the new commercials cite the benefits from breast-feeding, just as the industry wanted.

Many pediatricians and breast-feeding advocates welcome any campaign to promote breast-feeding, but the staunchest advocates see a sellout.
"The fact that they managed to get this campaign watered down is evidence that money can influence good medicine, and that large amounts of money can influence even good doctors," said Gordon.

He suspects the campaign would have cost the formula manufacturers "hundreds of millions of dollars."

http://abcnews.go.com/sections/2020/Investigation/2020_breastfeeding_ads_040604-5.html

[NewHampshireDem]

8. Pretending to love babies?

When have you seen them even pretending to love any actual living babies? The only children they "love" are those still in the womb ... unless by love you mean ensuring that all babies get the necessary prenatal care--if you do, they don't even pretend to love those babies, but only hate mothers.

Face it, baby formula is an excellent way to make sure poor kids stay that way.

[Whoa_Nelly]

6. GD it!

Formula companies are the whores who have made it so readily available and pushed it on third world countries that children die of malnutrition before age one. If mothers in third world countries breastfeed their infants, there is a better than even chance the child will survive.

Did an in-depth research paper on it recently. WHO (World Health Organization) allowed the formula myth to happen, and there have been many repercussions as a result.
GD the Formula Company Whores! :mad:

[BiggJawn]

10. They pulled this shit back in the 50's.

Put the word out that only "poor" people breast-fed, and that their formula was "complete nutrition". Doctors gave away samples, Police departments started harrassing mothers for feeding their kids in public (which still goes on today)

And who knows how the myths about breast-feeding giving you saggy boobs or rubbery nips started?

And when the LaLeche League started gaining ground, they took their show overseas.

[saigon68]

11. Ya put it back in your shirt Lady

Seen that---meanwhile Terminator 2 is playing on the TV at the mall, which is worse?

[LizW]

12. My mother says this is what happened

The doctors started subtly discouraging breast feeding, giving the impression that formula was superior and that anyone who could afford it would prefer formula. It became a snob thing, that no mom who had the means would resort to "inferior" breast feeding. Women who breast fed were looked down on as "lower class".

I'm thankful for the breast-feeding advocates I encountered when my children were infants, because my mother still had a hard time shaking off those biases, even though she knew intellectually that breast feeding was better for the baby.

My husband always joked that he liked it when I breast fed the baby in restaurants, because the service was great, we had so many waiters hovering around! ;)

[Ilsa]

14. I don't understand what you are getting at...

"And when the LaLeche League started gaining ground, they took their show overseas."

Could you elaborate please?

[BiggJawn]

17. Pushing formula in third-world countries.

"Hey, it worked in America in the 50's...Let's tell mothers in Rwanda that only those backwards Hutus (or Tutsis, depends on who you're talking to) breast-feed."

[Ilsa]

13. This is a continual battle for LLL and lactation consultants.

We're fighting a powerful, rich machine that has a product they want to sell. Everytime scientists find something new and its purpose in breastmilk, the formula manufacturers synthesize an additive to try and make F as good as human milk. In spite of all the "research" by formula companies, the US still ranks between 25th and 30th in infant mortality. Formula co. ads patronize breastfeeding.

The fact is, this soft-sell approach isn't working very well. Most people appear satisfied with giving their babies just what they need to get by, versus what their little bodies really require. I think it's because they don't really understand the risks, or maybe they don't care. I hear alot of "formula was good enough for me" excuses. Unfortunately, breastfeeding has been set up as the "ideal", not what is an attainable reality in many other cultures.

Most of the "advantages" refer to childhood diseases. A few years ago they discovered that adults that were breastfed had better cholesterol levels compared to FF counterparts. One day, I think we'll be able to say definitively with scientific evidence that breastfeeding, especially exclusive breastfeeding for the first six months, sets up a person's metabolism, immune system, etc for a lifetime of good health and disease prevention.

[JNelson6563]

15. Shame on them all!

Breastfeeding your baby is one of the best decisions you can make. It is what was intended in the evolutionary process--one of the things that makes us mammals.

It's good for so many reasons and I can't think of any downsides to it (unless the mother in takes like heroin or something). It's convenient, always accessible, very healthy and a bonding experience with your child.

I was always treated very kindly and respectfully when I was at that point with my babies. Once, on a long trip back up north, my baby was just starving and I pulled off the road to feed her. A State Trooper pulled up behind me and I didn't notice him until he knocked on my window. He started asking if there was a problem, noticed what I was doing, became very embarrassed and apologetic. It was quite charming actually. He stayed parked behind me to make sure no accident occured while we were there. When we got back on the road he waved and smiled as he passed me.

I feel sorry for people who do not see the beauty and benefit of breast-feeding. Especially those who do not see it because they are blinded by greed. That's just plain evil.

Julie

[kimchi]

16. Why, I'm shocked, shocked, I tell you!

Unfortunately, even the doctors who should know better follow the
"6 months" rule. They continually told me to wean ASAP. If the doctors don't get it; how can we expect the uneducated to get it?

Maybe we need an ad campaign showing how much money you'd save by breastfeeding. THOUSANDS of dollars. Yeah, that will happen when hell freezes over.

[AwakeAtLast]

18. Nothing will change

until our society treats new mothers like human beings. All new mothers should be given 6 months paid leave to accomplish successful breastfeeding. I had a horrible time with my daughter, and had to give it up when I went back to work because of insufficient milk supply. I am still not over the guilt, and these ads bring it back in full force. I did not have any support from anyone, and now I am being told that my child suffers because of it. If this is to happen, everything must change in our society.

[janx]

20. What?!

"I had a horrible time with my daughter, and had to give it up when I went back to work because of insufficient milk supply. I am still not over the guilt, and these ads bring it back in full force. I did not have any support from anyone, and now I am being told that my child suffers because of it."

Don't let ANYONE do that to you or your child!

It amazes me how people constantly guilt-trip mothers. It's ridiculous, and it comes from all sides.

[janx]

19. This part--

"Unfortunately, even the doctors who should know better follow the
"6 months" rule. They continually told me to wean ASAP. If the doctors don't get it; how can we expect the uneducated to get it?"

--I think is a little over the top. There are plenty of mothers who have to work for a living, and all three of my kids could slam two percent milk from a cup by the time they were six months old.

So I don't think it's helpful to attach a time limit to nursing babies, really. The most beneficial months are the first few, in terms of nutrition and preventing diseases, so encouraging mothers to nurse their babies then is the most important. Judgmental calls beyond that seem to muddy things a bit--many mothers don't have the luxury of nursing their babies past the first few months.

Most doctors I've talked to seem to think it's the mother's call, as it should be. So I think they "get it".