We, Amanda Glynn IBCLC (www.lactation.ie), Carol Smyth IBCLC (www.carolsmyth.co.uk) and Nicola O’Byrne IBCLC (www.breastfeedingsupport.ie ) have come together to make the following statement re International Board Certified Lactation Consultants (IBCLCs) attending non-WHO Code compliant baby fairs.
The adoption of and adherence to the International Code of Marketing of Breast-milk Substitutes is a *minimum* requirement and only one of several important actions required in order to protect health practices of infant and young child feeding. (Resolution WHA 34.22)
Why would a formula company invite a breastfeeding advocate and/or healthcare expert, such as an IBCLC, to attend its Pregnancy and Baby fair?
Having an expert such as an International Board Certified Lactation Consultant associated with a Code violating company, lends credibility to it's products and activities. It’s a clever marketing ploy that achieves endorsement by association, whether or not that was the IBCLC’s intended outcome. When an IBCLC has an association with a formula manufacturer, directly or indirectly, we believe that the IBCLC is not meeting his or her responsibilities under the spirit of the Code. It is our contention that lending support to such events not only serves to undermine the professional integrity of the IBCLC credential and profession but also threatens future breastfeeding advocacy efforts.
Stand holders and presenters at baby fairs are there to increase sales through discounts and complimentary gifts, which in turn builds brand awareness and loyalty. Some of the stand holders and presenters have chosen to further promote this non-Code compliant Pregnancy and Baby fair by offering mothers “free” attendance tickets. It is worth noting that even when a company offers free tickets to an event, the cost of providing those free tickets is simply absorbed by the marketing department of the formula company and added to the price of the products that fall within the scope of the Code. We do realise that the two upcoming Pregnancy and Baby fairs are being run by an event company. However, we believe the main sponsors are funding the bulk of the costs.
Recognising the complexity and susceptibility of the Code as a minimum standards document which is open to interpretation, we further our commitment to upholding the spirit and intention of the Code by declaring that we will not accept, or offer to the public, any inducements (such as free tickets, samples, gifts, material items containing logos etc.) relating to products or entities which fall within the scope of the Code. To strengthen our adherence to the provisions and obligations of the Code and to avoid any conflict of interest, we further declare that we will not offer nor accept any invitation to speak at non-Code compliant events.
Amanda Glynn - www.lactation.ie
Carol Smyth - www.carolsmyth.co.uk
Nicola O’Byrne - www.breastfeedingsupport.ie
For further information on WHO Code and IBCLC Code of Professional Conduct please use these links