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The International Code bans the advertising and promotion
of feeding bottles and teats. Companies are called on to
abide the Code independently of government measures (Article
11.3). Yet in the UK, where there is no legislation regulating
the marketing of feeding bottles and teats, the products
are widely and aggressively marketed. Many current parenting
magazines contain advertisements for bottles and teats and
do not contain any statement of the superiority of breastfeeding
or the impact of introducing bottle feeds.
The advertisement shown here from Maws is one of the most
shocking (from Prima Baby magazine July 2001) goes so far
as to say "nothing could be simpler or safer"
than using its feeding bottle and directly equates its bottle
to breasts. There was and is nothing in UK regulations to
stop such idealising promotion.
It states:
"Mother Nature knows the perfect temperature
for serving milk... she's not the only one. The HEAT SENSOR
bottle from Maws. Breast milk is naturally delivered at
body temperature, around 38 deg. C. Now, thanks fo the
Heat Sensor bottle from MAWS, every bottle you feed your
baby can also be the perfect temperature. The built-in
safety stripe changes colour, giving you total peace of
mind at a glance - "pink is too hot, purple is not"
- so much more advanced than the "milk-on-the-wrist"
technique. Nothing could be simpler or safer and better
still, the bottle comes complete with the unique MAWS
Variflo teat, clinically proven to reduce crying."
There is not even small print giving a 'breast is best'
message as the baby food companies put on their formula
advertisements (which are also banned under the Code, but
commonplace in the UK).
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