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    <meta name="author" content="Denise Fisher" />
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    <title>Promotion, Protection and Support</title>
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      <h1 id="top">9.0 Promotion, Protection and Support</h1>
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    <p> You may wonder how this module is relevant for your practice. An understanding of the history of artificial infant formula promotion and the impact it has had on breastfeeding will help you to understand how your values, the values of the mothers you assist and the community in which you live have been formed. </p>
    <p> Artificial infant formula manufacturers are businesses, large businesses with shareholders whose concern is profit. Even though a LOT of evidence exists that artificial infant formula causes serious acute and chronic diseases and developmental and neurological insult to babies and children, and that in developing countries it is deadly, it is still marketed unethically to those who don't need it with the aim being to limit breastfeeding and increase profits, at the expense of the World's children. The World's first international code that regulates the practices of trans-national corporations had to be developed specifically to curb the marketing practices of artificial formula manufacturers. </p>
    <p> The formula industry puts corporate profits before child health by subtle and less subtle marketing to parents, wooing of health professionals and disregard for national and international conventions. Artificial infant formula does have a role to play in infant feeding, but a professional will acquire the knowledge needed from unbiased published research, not from salesmen or saleswomen. Mothers who need to use infant formula can receive accurate, unbiased information from their health professional. </p>
    <p> When you are aware of their practices you will realise that free lunches, pens, diaries or other give-aways are only given to you for one purpose - so that you will promote their product - and it works! A similar problem exists with pharmaceutical companies and the medical profession. Evidence is very clear that accepting their give-aways does influence the medical and nursing professional even when they don't think it does.<sup><a href="#note1">1</a>,</sup><sup><a href="#note2">2</a>,</sup><sup><a href="#note3">3</a></sup> </p>
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        <h3>Notes</h3>
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          <li id="note1"><a href="references.html#erle08" title="See full details">#</a> Erlen JA (2008) Conflict of interest: nurses at risk!</li>
          <li id="note2"><a href="references.html#civa08" title="See full details">#</a> Civaner M (2008) [A proposal for the prevention of ethical problems related to drug promotion: a national network for drug information].</li>
          <li id="note3"><a href="references.html#sari09" title="See full details">#</a> Sarikaya O et al. (2009) Exposure of medical students to pharmaceutical marketing in primary care settings: frequent and influential.</li>
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      <h1>Breastfeeding Essentials</h1>
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        <li>1.0 <a href="topic_1-0.html">Why Breastfeeding is Important</a><ol><li>1.1 <a href="topic_1-1.html">Biochemistry</a></li><li>1.2 <a href="topic_1-2.html">Immunology</a></li><li>1.3 <a href="topic_1-3.html">Relative risks</a></li></ol></li>
        <li>2.0 <a href="topic_2-0.html">Communication Skills</a><ol><li>2.1 <a href="topic_2-1.html">Non-verbal</a></li><li>2.2 <a href="topic_2-2.html">Listening skills</a></li><li>2.3 <a href="topic_2-3.html">Building confidence</a></li><li>2.4 <a href="topic_2-4.html">An example</a></li></ol></li>
        <li>3.0 <a href="topic_3-0.html">Pregnancy Care</a><ol><li>3.1 <a href="topic_3-1.html">The feeding decision</a></li><li>3.2 <a href="topic_3-2.html">The barriers</a></li><li>3.3 <a href="topic_3-3.html">Physical preparation</a></li></ol></li>
        <li>4.0 <a href="topic_4-0.html">The Birth Experience</a><ol><li>4.1 <a href="topic_4-1.html">The first hours</a></li><li>4.2 <a href="topic_4-2.html">Labor interventions</a></li><li>4.3 <a href="topic_4-3.html">Postnatal interventions</a></li></ol></li>
        <li>5.0 <a href="topic_5-0.html">Breastfeeding the Baby</a><ol><li>5.1 <a href="topic_5-1.html">Positioning Principles</a></li><li>5.2 <a href="topic_5-2.html">Breastmilk transfer</a></li><li>5.3 <a href="topic_5-3.html">Assessing breastfeeding</a></li></ol></li>
        <li>6.0 <a href="topic_6-0.html">A time to learn</a><ol><li>6.1 <a href="topic_6-1.html">Practical skills</a></li><li>6.2 <a href="topic_6-2.html">Breastfeeding messages</a></li><li>6.3 <a href="topic_6-3.html">Normal growth</a></li><li>6.4 <a href="topic_6-4.html">Sleep</a></li><li>6.5 <a href="topic_6-5.html">Psychological support</a></li><li>6.6 <a href="topic_6-6.html">Discharge planning</a></li></ol></li>
        <li>7.0 <a href="topic_7-0.html">Infant Challenges</a><ol><li>7.1 <a href="topic_7-1.html">Late preterm infant; Non-latching</a></li><li>7.2 <a href="topic_7-2.html">Hypoglycemia; Jaundice</a></li><li>7.3 <a href="topic_7-3.html">Supplementation</a></li><li>7.4 <a href="topic_7-4.html">Crying baby</a></li><li>7.5 <a href="topic_7-5.html">Inadequate weight gain</a><ol><li>7.5.1 <a href="topic_7-5-1.html">Feeding-line device at the breast</a></li><li>7.5.2 <a href="topic_7-5-2.html">Cup feeding</a></li><li>7.5.3 <a href="topic_7-5-3.html">Finger Feeding</a></li><li>7.5.4 <a href="topic_7-5-4.html">Bottle feeding</a></li></ol></li></ol></li>
        <li>8.0 <a href="topic_8-0.html">Maternal Challenges</a><ol><li>8.1 <a href="topic_8-1.html">Engorgement</a></li><li>8.2 <a href="topic_8-2.html">Nipple Pain</a></li><li>8.3 <a href="topic_8-3.html">Breast Problems</a></li><li>8.4 <a href="topic_8-4.html">Insufficient breastmilk</a></li><li>8.5 <a href="topic_8-5.html">Medical, Surgical Issues</a></li></ol></li>
        <li class="current">9.0 <img src="design/bullet_arrow_right.png" alt="*" title="You are here" /><a href="topic_9-0.html">Promotion, Protection and Support</a><ol><li>9.1 <a href="topic_9-1.html">The International Code of Marketing of Breastmilk Substitutes</a></li><li>9.2 <a href="topic_9-2.html">The Baby Friendly Initiative</a></li><li>9.3 <a href="topic_9-3.html">Young Child Feeding</a></li><li>9.4 <a href="topic_9-4.html">Local initiatives</a></li><li>9.5 <a href="topic_9-5.html">Infant feeding in emergencies</a></li></ol></li>
        <li>10.0 <a href="topic_10-0.html">Closing session</a><hr /></li>
        <li class="appendix"> <a href="references.html">List of references</a></li>
        <li class="appendix"> <a href="contents.html">Course contents</a></li>
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