Letter to Fisher Price

I wasn’t going to post this, but it was requested.

To whom it may concern,

I have recently become aware of a page on your website titled “Breast or Bottlefeed? How to Decide” (URL: http://www.fisher-price.com/fp.aspx?st=665&e=expertadvice&catparcode=ps_nttfd&ccat=PS_NttFeeding&content=38918 )

I think this page unfairly represents the choice between breastmilk or formula. The only positive aspect to breastfeeding you list is “breast milk is the ideal nutrition for babies” – in fact, the preceding paragraph almost undermines even that, by making breastfeeding out to be so hard that only “almost all” mothers can do it. On the other hand, you list 6 specific benefits to formula feeding. This directly contravenes Article 4.2 of the WHO International Code of Marketing of Breastmilk Substitutes, which states:

Informational and educational materials, whether written, audio, or visual, dealing with the feeding of infants and intended to reach pregnant women and mothers of infants and young children, should include clear information on all the following points:

1. the benefits and superiority of breastfeeding;
2. maternal nutrition, and the preparation for and maintenance of breastfeeding;
3. the negative effect on breastfeeding of introducing partial bottle feeding;
4. the difficulty of reversing the decision not to breastfeed; and
5. where needed, the proper use of infant formula, whether manufactured industrially or home prepared.

I would suggest that one-sided articles such as this not only make it harder for new mums to choose to breastfeed, but demonstrate a total lack of support for those who do. As a new mum who is choosing to breastfeed, the last thing I need is a massive corporation making light of my commitment, encouraging the majority to see formula feeding as the norm.

I propose that the page should be updated to make reference to the points above, as well as making clear the health implications to both mother and child if choosing formula (increased risk of gastroenteritis and allergies in child, increased risk of certain cancers in mum). I would also like to see the so-called positives of formula feeding balanced with positive breastfeeding related notes, e.g. as a comparison to “Mom doesn’t need a breast pump, nursing bras or other special clothing.” one might note “Mom doesn’t need to spend money on bottles, steriliser/sterilising solutions and formula”.

As a web developer, I would be happy to donate my time to bring the page in line with the WHO code if necessary.

Look forward to hearing from you,

Jem Turner
(number removed)

Given that Fisher Price produce bottle feeding paraphernalia, I doubt it’ll have any effect.

28 Comments

  1. TOTALLY worth a shot though! I was going to ask for the URL on Twitter and then I saw this post – I’m planning on breastfeeding my baby and that article is so grossly in favor of not breastfeeding that it makes me feel weird.

    I support families choosing whatever method of nutrition works best for their family and their baby, but I think it’s odd that this article glosses over breastfeeding to promote formula feeding as the thing to do without citing any real facts to back up the benefits of each or even listing out any benefits of breastfeeding. Just feels weird to me.

  2. Very well written. I hope that they do heed your words and maybe even give you the honour of fixing it! :D

  3. Nice letter. I wonder if Mattel has a deal with a formula company… because they must know better.

  4. I love the way you go at injustices, just wonderful!
    I hope they do change their page and thank you for pointing it out!

  5. I’m proud of you :) Your email is very well-informed. Breast-feeding is indeed superior, and it’s preposterous that anyone would tout a message stating otherwise. I hope Fisher-Price updates their article to be representative of the truth. You should smoke out other companies campaigning for formula-feeding only and send them the same email. You’ve been on crusades against bad code, poor security, copyright infringement; why not add breast-feeding to the list? You’re a regular bad ass at being right ;)

  6. Unfortunately, I doubt this’ll have any effect, as it’s such a big corporation just set on… well selling crap. Suggesting that breast feeding is equal to or even better than bottle feeding might decline their (massive) profits. Its unfortunate though, how these companies can’t help moms make an informed choice, rather just slant the information in favor of profit.

  7. I just noticed the lactivist tag. XD I guess it comes as no surprise that they wouldn’t provide more info, though… serves their interests better to do otherwise!

  8. Even if it doesn’t have any effect, I commend you for doing something that people don’t do enough of.

    People complain a lot about products and services but never do anything about it. Making the complaints heard is a habit people need to get into. Because if companies value their customers, they should listen.

    Although sadly, the sound of falling coins speaks louder than voices.

  9. Well written Jem! Although I’m certain you will get a reply to your letter, somehow I doubt they will alter anything much. Big firms like this make loads of money out of people and even though I bought FP products when you lot were tiny, and in my opinion they do make really really good toys and such (I always bought them) I doubt they would even consider that their approach was anything but spot on. Best of luck though, I’m proud of you for taking a stand :D

  10. You’re right – unbalanced views from either perspective are frustrating, misleading and thoroughly unfair. That said: as a mum who had every intention of breastfeeding (to the extent I didn’t buy ANY bottles prior to giving birth) but subsequently discovered that I physically didn’t produce enough milk to satisfy my son, the pro-breastfeeding brigade can be as equally damaging.

    Obviously breastfeeding is best. However, the assumption that all women can do it is wrong, as is the presumption that those who don’t are somehow selfish – or, worst still, liars – is equally bad. I just wanted to make it clear that all that matters is that a child is brought up with touch, love, warmth, kindness and laughter. :)

  11. Whoa! GO JEM!!

  12. Yeah, obviously they’re going to hype up formula feeding since it sells more of their stuff. But it’s definitely worth a shot to write them, and you should try to get more people on your bandwagon. The more people that complain, the more likely they will be to take action to change it.

  13. I agree completely with Vixx. I had to supplement my son with formula in the first days after we came home from the hospital otherwise he’d have been hospitalised again. It took so long for my milk to come in and once it did, I simply could not produce enough to satisfy him. I am completely pro-breastfeeding and fully intended on doing so once my child was born and will try again once I have another child. It was a huge disappointment to me that it wasn’t working out for us. As Vixx said, the pro-breastfeeding brigade IS equally as damaging. In my case, I almost feel like I’ve failed as a mother because I cannot do it.

  14. Jem

    16 Jan at 6:44 pm

    I’m sorry that you both had problems – Melissa, I’ve expressed my sympathies to you before – but I’m not going to hide my thoughts and feelings on this biased pro-formula bullshit because of the minority of mothers that have genuine issues breastfeeding. If that makes me part of the so-called "brigade" you speak of, then… what can I do?

    We need the "pro-breastfeeding brigade" to speak out to increase the ridiculously small breastfeeding rates (particularly in the UK), not because of mothers like yourself, but for mothers who have had poor support or poor education on breastfeeding facts and thus choose formula thinking it’s the better option. A recent thread at babycentre highlighted that the majority don’t breastfeed because of ridiculous assumptions; people like yourselves (Vixx/Melissa) being in a minority.

    I wish I could do something to change your feeling of failure, Melissa, but I don’t think anything I say is going to make you feel better. From what I’ve heard from other mums on the subject it’s something you have to work through for yourself.

    Pro-breastfeeding isn’t automatically anti-formula.

  15. I don’t know what Vixx meant by brigade but I was not referring to you. What I was referring to was all of the literature out there that explains how great breastfeeding is but doesn’t take into consideration that there are some cases when it isn’t possible. It makes those of us who can’t do it feel bad.

    Also, I never really knew there were so many people who didn’t think breastfeeding was best. That doesn’t make sense to me since it’s what we were born to do.

  16. Jem

    16 Jan at 8:47 pm

    I didn’t know either – I always assumed the majority wanted to breastfeed and knew the benefits. How wrong was I?!

  17. Good for you Jem, this is an excellent letter. Regardless of the fact that they might not do anything, the key is to give it a shot. I should hope that a mother wouldn’t use this information on FP as her only source – it’s pretty damn clear to me and ought to be to anyone that they’re mainly out to promote a product, and any smart person should be going to their doctor first.

    What particularly gets me is the point that "Mommy can feed baby anywhere." I hardly think that’s NOT the case when one is using one’s own breasts. Most restrooms nowadays have comfortable breastfeeding areas. And the implication that formula could be cheaper is ridiculous. You don’t NEED a breast pump. You don’t NEED special clothing.

    I suppose it’s kind of silly that it’s an issue that I feel so strongly about when I’m only 19, but I love to learn about child care and can’t wait to raise my own children someday. I really just want people to get educated. I realize not everyone can breast feed, but unless there’s some valid medical reason that you can’t, I definitely think you should be.

  18. Nah, I wasn’t including Jem in my ‘brigade’ comment. It was more a sweeping term to encapsulate the many pro-BF people who intimate that women who don’t BF are inherently evil. :P

    Have to admit, though, I too am surprised that women don’t breastfeed because of lack of education. I’ve always thought that breast was best – which is why I was so devastated when I couldn’t. Figured every other woman knew that too.

  19. Jem

    17 Jan at 12:34 pm

    Here are a few choice opinions from babycentre re: FF –

    "think they are actually better have been updated to suit a childs growth and development"
    "I think that formula is a very good substitute for breastmilk…..probably hardly any difference………"
    "if a baby can thrive on formula then I see no reason to push breast feeding"
    "Aptamil was the closest thing to breast milk"
    "i too heard aptimal was best"

    And some thoughts from those FFing ‘just because’:

    "bottles are easier"
    "the thought of something feeding from me and the mechanics of it were just a bit revolting"
    "i’ve never known anyone breastfeed, friends,family no one! so to me it just wasnt the norm."
    "I had no intention to breastfed either of my children and I never did. It wasn’t because I couldn’t I just preferred to bottle feed them"
    "I am just simply uncomfortable with a little person sucking on my breast."
    "The thought of a little baby sucking on my nipples….ummm…no….just doesn’t appeal to me. FF means I can leave baby with OH / Grandma to give me a break and all I need to do is leave the appropriate number of bottles behind."
    "I love that formula gives babies a healthy alternative to breastmilk. "
    "I think the benefits [to breastfeeding] have probably been over exaggerated."

    All of these posted in the last week. It’s no wonder the UK has one of the lowest breastfeeding rates in Europe.

  20. Excellent letter. As a mother who didn’t breast feed though, I do sometimes wish there was a bit more support for mothers like me who *can’t* breastfeed. I wanted to, I tried everything I could, even after we had the emergency midwife out on Christmas day because Scarlett was effectively starving and she recommended we rush out and buy a bottle and some formula, I still tried. Unfortunately I was not biologically cut out for breastfeeding and my daughter was not holding up her end of the bargain either.

    I was verbally abused on 4 separate occasions for buying formula milk for my daughter. I still get upset about it sometimes even though she’s 4 years old now and I wish I’d been able to explain to these women that formula wasn’t my choice, nature made me do it.

    Obviously I’m a minority, but it’d be nice if people did make assumptions.

    People can be contrary, they object to being told what to do by the government, and I suspect that the very pro-breast-feeding message does not always have the desired effect.

    I’d like to see more balanced information that accurately represents the benefits and difficulties of breast-feeding alongside the more limited benefits and difficulties of formula feeding. If this information was presented side by side, in an unbiased way, I think breast-feeding would clearly be superior, but women would also have all the facts instead of being pushed one way by the pro-boobs and another by all the formula adverts – let’s face it, certain areas of society are practically conditioned to believe the adverts over the government information spots.

  21. I totally agree with what you have written in your email. I live in France, and we are really encouraged to breastfeed, and we definitely know it is the best choice for the babies, but I don’t think there is much help for mothers who want to breastfeed and encounter difficulties.
    I had my baby in March 2009. I wanted to breastfeed him. I had planned everything beforehand – read tons of stuff on the subject, "prepared" my nipples, bought nursing bras, a nursing pillow, etc etc. Yet, I found it extremely hard to breastfeed. I had a c-section, I was exhausted, I couldn’t find a feeding position that was correct enough not to suffer, and during my hospital stay I was given so many contradictory pieces of advice that I felt completely lost. Back home, it became worse, and after having called the only lactation consultant in a 50 km radius and being told I’d be put on the "waiting list" for a visit, I gave up. When I started bottle feeding is when I finally started enjoying motherhood, because I wouldn’t worry that my son would be hungry, because I would be in much less pain.

    I still feel guilty about giving up, almost one year later. If I have another baby, I will definitely find someone competent BEFORE giving birth, to make sure that it works this time.

    I just felt like sharing my experience, to show that some people bottle feed and yet do not find it a satisfying solution.

  22. Jem

    17 Jan at 9:43 pm

    Thank you for sharing, Lea.

  23. Very well written Jem!!

  24. I was adopted from birth and therefore was raised on formula. However, I definitely know (as did my mother) about all the health benefits relating to breastfeeding. I am so happy that you have sent this to them and I truly hope that you get a response. If not, maybe you should start some sort of campaign and get other mothers to be aware of how unfair and biased their perspectives are – I’m sure you could have an army of mothers who would also write letters and back you on this.

  25. You’d think with "breast milk is the ideal nutrition for babies" listed on their site, they wouldn’t need to really list anything else, afterall that statement says right there that it is better than formula.

  26. "Moms who bottlefeed can diet, take medication and drink or eat as they choose without worrying about effects on baby."

    This irked me. I have heard that it’s SO much easier to lose weight if you breast feed. Most points there were stupid, too. But, really?

  27. I don’t know if you have them over Telford way, but there’s a poster campaign that I’ve noticed on certain bus stops around Birmingham/Solihull where there are real shown breastfeeding their children with the caption "such and such, real mum, shown here breastfeeding because she knows she’s giving her baby the best possible start" (or something very much to that effect).

  28. We (the Dutch) are a breastfeeding nation. It’s arranged by law that employers need to give women the opportunity (and privacy) to use a breast pump while at her job and many restaurants offer a place where mums can breastfeed in peace.
    I breastfeeded #1 and still think back fondly, feelings of bonding, intimacy, love. Tried to breastfeed #2, but breast infections made it come to a halt far too soon. Looking at it practically, bottles are so much easier, but I am so glad I had the opportunity to breastfeed at least one child.