The Ban the Bags program calls on hospitals to cease distribution of formula gift bags to new mothers, which proponents call “pure marketing” that undermines efforts to promote breastfeeding as recommended by the American Academy of Pediatrics and the World Health Organization.
“When a hospital hands out a name-brand formula, it’s considered an endorsement,” said Karen Prior, a Breastfeeding USA counselor in Oklahoma City.
Gift bag critics note that the samples are of premium brands. Hospitals receive them free, but they can cost formula-feeding families $700 more per year than a generic brand.
To date, 24 Oklahoma hospitals are participating in the Ban the Bags program.
Rebecca Mannel, leader for the Oklahoma Hospital Breastfeeding Education project, makes clear that participating facilities will continue to supply formula for moms who prefer it. The University of Oklahoma Medical Center has been bag-free for four years and buys its own formula — the same as any other food product it provides.
in the health community is the result of consistent evidence
demonstrating that human milk provides a plethora of benefits to moms
and babies, many of which counter ailments that disproportionately
obesity and diabetes, for which Oklahoma ranks seventh and sixth in the
nation, respectively. Breastfeeding has been shown to lower the risk of
obesity by 24 percent, the risk of Type 2 diabetes by 40 percent and
the risk of Type 1 diabetes by 30 percent.
also reportedly lowers the risk of leukemia (for which Oklahoma ranks
fifth highest in the nation) and gastrointestinal disorders. The
incidence of acute infections (such as of the lower respiratory tract)
drops 72 percent in babies who have been breastfed for at least four
Mothers benefit, too.
They are more likely to lose their pregnancy weight — breastfeeding
burns 500 calories daily — and less likely to develop reproductive
cancers and postpartum depression.
Easier said than done
the clear advantages that could alleviate some of the state’s heaviest
health burdens, Oklahoma’s rates lag: Among babies born in 2009, 71.4
percent were ever breastfed and 10.4 percent were still breastfed
exclusively at six months, compared to 76.9 percent and 16.3 percent
What’s more, the U.S. rate is one of the lowest among industrialized nations. A 2010 study
by the American Academy of Pediatrics estimated that Americans would
save $13 billion a year in medical costs if 90 percent of families
followed current recommendations.
Mannel and Prior agree that the greatest obstacle to breastfeeding is lack of support.
first weeks are critical, said Prior. During this time, babies develop
muscles to suckle, milk supply is established, and moms learn proper
latching and gain confidence to continue. For many, if these techniques
aren’t learned at the hospital, they aren’t learned at all.
strong starts with health care providers can be derailed by
well-intentioned family members who insist on “helping” a mother by
supplementing with formula.
can present another hurdle, quietly discouraging pumping at work
without expressly for bidding it. Although state law requires employers
to provide unpaid breaks to pump, it may be up to moms to find a private
place to do so.
Culture plays a role as well. “We see a woman breastfeed in public and we think it’s indecent,” said Mannel.
we see a woman giving a bottle, and we think ‘Oh, she’s feeding her
baby. How cute.’” Physical challenges, like painful latching,
engorgement, inverted nipples and thrush can be daunting, but Prior
believes the majority can be overcome with sufficient assistance.
days after delivery have the greatest impact, potentially making the
difference between a mother who succeeds, and one who gets discouraged
after discharge and reaches for the formula she got from the hospital.
Prior likens the practice to giving credit cards to people most likely to default.
don’t do this in any other area,” said Mannel. “We don’t give bypass
patients, who we’ve spent days educating about exercise and diet,
coupons to Wendy’s on their way out the door.”