The only way to sell more formula is to sell less breastfeeding.
When the formula industry produces materials on breastfeeding you might just find the following (banthebags.org):
â–ª Repeatedly describing only the ?benefits? of breastfeeding, and never referring to the risks of not breastfeeding. Breastfeeding is the biologically normal way babies are fed; to describe the ?benefits? of breastfeeding implies that formula is the normal way babies are fed.
â–ª Using superlative language to describe breastfeeding or breastmilk such as ?best? or ?optimal,? knowing that most people will settle for ?good enough? or ?average? and the ideal or optimal products are often beyond the reach or desire of the average person.
â–ª Overemphasizing how difficult breastfeeding can be?focusing on mothers? struggles, pain, guilt, leaky breasts, etc. Included in this category are materials that emphasize the different kinds of equipment a mother ?needs? in order to breastfeed: creams, pads, cover-ups, pumps, special clothing, etc.
â–ª Using language above the reading level recommended for health literacy when producing educational materials for the general public. Health literacy experts recommend that materials be written at a sixth grade level. Materials written at sixth grade reading level have short simple sentences, without the need for commas.
â–ª Using subtle language to ensure formula feeding mothers are included in all breastfeeding initiatives, as was illustrated in a letter from an Ohio representative to the Surgeon General included in the toolkit, predating the Surgeon General?s release of her Call to Action to Support Breastfeeding. The representative asks that the Call to Action be ?balanced and supportive of all mothers,? and ?improve the nutritional well being of all infants in this nation.?
â–ª Failure to mention more serious diseases associated with early cessation of breastfeeding, and only mentioning more minor risks that are already commonly known.
Finally, there is almost no mention of the effect of introduction of formula on mother?s milk supply or her ability to breastfeed. Readers may be especially confused because well-respected material is included with obvious formula marketing material, making the entire package appear more credible than it really is.