Hong Kong fails to promote breast milk even amid formula shortage
Formula makers exploiting shortage to directly market to mothers, breastfeeding advocate says
The government has been accused of squandering an opportunity to promote breastfeeding amid the furore over shortages of infant formula.
One breastfeeding advocacy group said a special hotline and other measures aimed at helping local mothers secure formula milk actually assisted manufacturers in promoting their products and gave them direct access to mothers.
The measures also had the effect of making infant formula appear essential, said Maggie Holmes, of the Hong Kong branch of La Leche League.
The group also criticised a scheme set up by seven major formula makers and the General Chamber of Pharmacy that invited parents to register with the manufacturers in order to obtain coupons which guaranteed supplies.
"It is an official endorsement of these 'mothers' clubs', which provide a direct channel for the formula companies to inundate new mothers with their advertising," Holmes said. "Meanwhile, the formula companies look like heroes for stepping in and solving a problem. They must be so delighted."
La Leche League's Caroline Carson said the shortage has been a lost opportunity to promote breastfeeding and had provided manufacturers with new means to sell their products.
She noted that the coupon scheme would not be permitted under a draft code drawn up by the government on the marketing of formula milk. But, while approval is pending for the code, manufacturers had already been gaining access to mothers through their registration.
