Every year babies around the world die from a lack of breastmilk. Here in Canada, our babies do much better, but all babies benefit from breastfeeding. Breastfeeding protects babies from disease, allergies, diabetes, and cancer. Breastfeeding also protects the mothers from cancer, and osteoporosis. It's proven that when mothers receive advertising and promotional material for formula feeding, they are less likely to reach their personal goals for breastfeeding.
The impact of advertising is so powerful that in 1981 the World Health Assembly adopted the WHO/UNICEF Code of Marketing of Breastmilk Substitutes. This Code prohibits the promotion of formula, bottles and teats to mothers while still keeping formula available to babies who need it. Most every country agrees with this Code and many have enacted the Code into law. Canada has enacted some of the Code into law to protect the health of mothers and babies. Then they count on our companies to be ethical and voluntarily adhere to the Code.
Sadly, The Superstore has chosen to violate the Code and put the promotion of profit over the health of mothers and babies. INFACT Canada has dealt with Loblaws before and they know about the Code. Instead, they chose to place a banner over their baby department showing 4 milk-filled bottles and the word "baby". They knew better. Since then, local citizens, doctors, midwives and the Health Department has tried to work with them to see the banner changed. They won't respond or change the banner.
Let's require that Loblaws and The Superstore replace this banner and honour the Code. Let's put ethical marketing back into our Canadian stores. Mothers and babies are worth it!
For more information on the Code, visit:
http://www.who.int/nutrition/publications/infantfeeding/9241541601/en/
