T
he HSE wants to ensure that all parents, whichever way they feed their baby have access to accurate and effective information free from the influence of marketing. Health service staff are already playing an important role in providing evidenced-based impartial information for parents. The new HSE policy on marketing of breast milk substitutes outlines we can ensure that we do not undermine breastfeeding, protect ourselves from conflict of interests and take active measures to eliminate the advertising of breast milk substitutes within the HSE, within our workforce and HSE facilities. This means working to ensure that there is no advertising of any of the following to mothers and their families: • formula milks • baby foods marketed for use before 6 months (eg cereals, baby teas, juices) • bottles • teats • soothers As a healthcare worker, what do you need to consider?
All public health service staff should be aware of the International Code of Marketing of Breast-Milk Substitutes and
NEW HSE POLICY ON MARKETING OF BREAST MILK SUBSTITUTES Health service staff play a key role in providing evidence-based and impartial information for parents the various ways companies will attempt to promote their brand. The HSE have produced a guide to help you use the Code in your day to day work. Companies use a variety of marketing techniques to grow their markets, including development of follow on formula products, crosspromotion, digital marketing, and forming alliances with health professionals. The various ways in which companies will attempt to promote their brand through the health services are; • through the procurement and distribution of infant formula • distributing company information on products to staff • provide parents with information on infant feeding, e.g. helplines, leaflets • engage staff through company representatives
• staff receiving invites to attend or speak at study days or events sponsored by companies • provide parents with any resources from commercial companies, e.g. websites, samples • engage in or are associated with infant feeding research and/or research sponsored by companies. The HSE policy on the marketing of breast milk substitutes in the public health services and the guide for staff are available at www. hse.ie/nhcp. Eliminating industry marketing practices across our public health services is another important step for ensuring all children, regardless of feeding method get the best possible start in life and for promoting, supporting and protecting breastfeeding in Ireland.
BREASTFEEDING PHOTO EXHIBIT OPENS AT UHW
LEFT: Senior staff nurses in the UHW Neonatal Intensive Care Unit Marie Claire Skehan and Eveleen Herron at the launch of the exhibition. RIGHT: Claire Bulfin, Lactation Consultant, UHW, and Nicola O’Rourke launching an exhibition of submitted photos of UHW born babies as part of National Breastfeeding Week at the Maternity Department, UHW.
As part of National Breastfeeding Week, an exhibit has been installed at University Hospital Waterford (UHW) based on photos sent in by recent mothers of their babies born there. Organised by recently appointed Lactation Consultant Claire Bulfin, inclusive of donated art works for the Maternity Department’s Expressing and Family Rooms, the exhibit was opened by Nicola O’Rourke, recent mum to baby Rían, and addressed by Paula Curtin, Director of Midwifery, UHW. The launch also featured senior staff nurses in the UHW Neonatal Intensive Care Unit (NICU), Marie Claire Skehan and Eveleen Hearne, who spoke about the starter pack given to mums with all she needs (information and equipment) to get the process of hand expressing started. Speaking about the exhibit at UHW, Lactation Consultant Claire Bulfin said, “The pandemic was a very difficult time for pregnant mothers and of course for new mothers. It is may be in years to come that we’ll become aware of the ‘untold stories’ of many such women during the pandemic. This exhibit is an acknowledgement, a contribution in that respect.”
HEALTH MATTERS WINTER 2021 | 53
