The Problem with Gift Bags
Reviewing the PUMP Act, I thought about what other actions have made positive changes for families. There are various ways to support breastfeeding through policy. Banning formula gift bags in hospitals is a significant example of good change.
BantheBags.org is a national campaign. Its goal is to prohibit the distribution of formula company ‘free gift’ bags in maternity hospitals and health care settings. Free coupons and samples only benefit the formula company and it’s contrary to healthcare organizations’ missions to promote health. It’s also a violation of the W.H.O. International Code of Marketing Breast Milk Substitutes.
Formula gift bags are aimed at a vulnerable audience: tired new parents in the hospital. These ‘free samples’ can subvert breastfeeding in the early days and weeks, just when a mother is building milk supply. They make it that much more tempting to give the baby “just a little formula”. She risks reducing her own supply if/when adding formula. This could lead to the family having to buy and use more formula… see how that works?
Studies show that families that receive breastfeeding information continue to breastfeed and for longer. Families who receive gift bags with formula samples discontinue breastfeeding sooner or altogether.
In 2005, regulations were passed by the Massachusetts Department of Public Health that banned distribution of formula gift bags in hospitals. That was the first state to do so. Since then, 1,342 hospitals or birth centers in the United States (41% of all hospitals and birth centers) have signed onto this Ban the Bags practice.
In Maine, there are 16 hospitals that have ceased giving out the gift bags. There are a few more that could sign on. Pediatric offices and other health care settings should also be aware of this manipulative practice and join in the effort. Is your local hospital/healthcare setting on this list? If not, ask them to Ban the Bags!
This policy change, Ban the Bag, is one way to support breastfeeding and promote the health of families. Every family needs accurate information about their bodies, their baby’s body and safe options for feeding. They need qualified and timely support in the hospital, community and workplace.
Some other policies that promote and protect breastfeeding:
* Insurance coverage of Pasteurized Donor Human Milk: gives more families the ability to exclusively feed their babies breast milk during milk supply challenges
* The PUMP Act: provides clear guidelines that protect the right to pump at work
* Paid Family & Medical Leave: enables families to take the time to take care of each other.
Watch what your state and federal legislators (representatives and senators) as well as your local health care executives are doing. Speak up. With each small though influential change, we take the lead for positive, effective policies that benefit family health.
References:
Alternative hospital gift bags and breastfeeding exclusivity
Removal of industry-sponsored formula sample packs from the hospital: does it make a difference?