©iStockphoto.com/AlasdairJames
by Amy Spangler
February 28, 2007
Efforts to ban the distribution of gift bags by hospitals is gaining momentum. According to Rachel Zimmerman, a reporter for TheWallStreetJournal.com, “For some newborns, there’s no more lunch on the corporate dime.”
Deborah Kaplan, Assistant Commissioner for Maternal, Infant and Reproductive Health, announced that New York City public hospitals will be joining other hospitals nationwide in halting the distribution of gift bags containing infant formula samples to new mothers.
NYC’s action was prompted, in part, by data from a 2006 study by the Government Accountability Office that found lower breastfeeding rates among mothers who received free formula samples compared to those who did not.
Since the 1980s, the World Health Organization (WHO) and UNICEF have urged countries worldwide to take steps to increase breastfeeding rates and stop aggressive marketing of infant formula. These steps include the International Code of Marketing of Breast-milk Substitutes and the Baby-Friendly Hospital Initiative.
More recently, breastfeeding advocates have organized a Ban the Bags campaign, calling upon hospitals to take the ethical high road and “market health and nothing else.”
Hospital gift bags have been an integral part of the formula industry’s marketing strategy for decades. And with $3.5 billion-a-year in revenue at stake, the industry is unlikely to halt the distribution of gift bags willingly. Stay tuned, there’s definitely more to come.