Physicians, formula companies, and advertising: a historical perspective

Article Abstract:

Recent advertising campaigns, which have presented the benefits of infant formulas directly to the public through television, other media, and free samples, have broken a 50-year-old custom. In the past, physicians have acted as mediators between infant formula companies and parental choices of feeding. This article reviews the events that have occurred since the 1870s, when most American infants were breast-fed. The first infant formulas were developed in the 1870s, and physicians even then were concerned about direct advertising to the public. Besides believing that breast-feeding was preferable, physicians felt that guidelines for using formulas should be made by medical profession. Research by companies and by medical researchers led to development of better-tolerated and more digestible formulas, some of which were advertised to physicians in medical journals and at meetings, rather than to the public. This 'ethical' policy of infant formula advertising soon became the norm for the industry. Advertising policy was further enforced by removal of American Medical Association approval from products advertised directly to the public, which then prevented advertising in medical journals and at medical meetings. Although in recent years, the US public has greatly increased the extent of breast-feeding and protested the marketing of infant formulas to developing countries, most US infants over the age of three months receive formula. The Nestle company, one of the first to introduce formulas in the 1860s, but absent from the US market since 1940, chose to re-enter the US market by acquiring Carnation and providing 'informational' advertising aimed at the public. This change in marketing strategy was followed by other companies, but was opposed by the American medical community. Their opposition was stated on the grounds of negative effects on breast-feeding, interference with patient-physician relationships, and concerns on the content and effects of advertising. Reduction of financial support for medical research, education, and meetings might accompany this alteration of the infant formula company-physician relationship. (Consumer Summary produced by Reliance Medical Information, Inc.)

Medicine, History, History of medicine, Bottle feeding

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Physicians treating their own children

Article Abstract:

A high percentage of physicians treat their own children and prescribe medications for them. A survey of 353 physicians with children 18 years or younger found that 74% usually treated their children for acute illnesses without fever, including colds, diarrhea, vomiting and sore throats. In case of fever however, 88% reported that they always contacted the child's physician before treating them. Overall 65% of the physicians said that they prescribed antibiotics or other medications for their children. Primary care physicians were less likely to call the child's physician in case of fever than physicians of other specialties, and other specialty physicians were more likely than primary care physicians to fill out children's health forms for school or sports. Convenience was the most common reason cited among the physicians for treating their own children.

Care and treatment, Physicians, Medical professions, Children, Surveys

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Milk monitors

Article Abstract:

Health and welfare organisations are accusing formula milk manufacturers of circumventing UK law regarding formula milk advertising. The law prevents formula milk producers from advertising their products directly to the consumer, but milk manufacturer Milupa has been advertising Milupan, which is one of the ingredients in its formula milk. The company claims that this is not illegal. Some trading standards officers would disagree, but the trading standards co-ordinating body admits some lack of clarity concerning interpretation of the law.

Laws, regulations and rules, Baby foods industry, Advertising law, Milupa AG

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