For families, Similac’s just the beginning of unethical marketing
There’s a great discussion at PhD in Parenting calling out a popular parenting blog’s choice of advertising support.
Seems Babble.com has ads from formula maker Similac — complete with phone numbers to call for lactation support — on their breastfeeding guide. From Similac and Babble team up to dupe breastfeeding moms:
If you were struggling with breastfeeding, but really wanted to continue, would you call an infant formula manufacturer for advice? I hope the answer in all cases is an emphatic “NO!”
But if you were an online media property that is trying to turn a profit, would you be willing to sell-out your breastfeeding readers, by feeding them a wolf in sheep’s clothing? Would you be willing to partner with Similac, an infant formula company, on your Breastfeeding Guide?
Blogger Annie says, “Moms should not, under any circumstances, be encouraged to call an infant formula company for advice on breastfeeding.”
Kind of like how you wouldn’t look to McDonald’s as a resource for obesity information.
Other comments, beginning with Kat’s (from follow-up post, More strange bedfellows: WebMD Breastfeeding Guide Sponsored by Gerber (Nestle)):
Don’t get me wrong, I fully believe formula is a great thing for when there is a medical need. But claiming to support breastfeeding while advertising formula and sabotaging breastfeeding with false info, that’s revolting.
Kind of like a company purporting to help empower girls against harmful media messages while continuing to create those messages?
And from Lara:
it is not only the existence of these ads in this particular section of Babble’s website that is bothersome, but where they are placed, because they are not on every page (breastfeeding problems and supplementing with formula), just the ones where mothers who are vulnerable and in need of REAL breastfeeding advice will click on for help.
Kind of like telling a nervous adolescent girl that what she wears to school on the first day could be detrimental to the rest of her life? And then trying to sell her clothes?
From Lisa:
Makes you wonder how a website that is supposed to be geared towards parenting is so popular. They clearly don’t care about their readers. It’s all about money to them. It really is very sad.
Like a company that supports teaching kids to read while simultaneously selling licensed-character that encourage kids to watch television?
Or a junk-food company that promises to live by responsible marketing guidelines and then returns to school under the guise of offering donations?
And from Good Golly Miss Holly!:
It’s so sad the lengths that companies will go just to make a dollar, or two. When will it all end?
Sadly, it doesn’t. Babble.com’s defense includes so many of the arguments we’ve heard before from companies: We take your concerns seriously (boilerplate); this is one of only many of our strategies (it’s hard to keep track and how do you expect us to get it right every time?); we’re backed by experts (everyone has a price); we rely on our advertisers (you don’t want us to go out of business now, do you?); and my favorite: we wouldn’t do this if our market didn’t respond/we think women are smart enough to make their own decisions (whether it’s right or not is neither here nor there — and we’re not afraid to play the feminist sympathizer card when it suits us).
What is ethical marketing?
- Ethical marketing targets only consumers who can perceive and understand the persuasive tactics in commercials.
- Ethical marketing promotes products that are not harmful to children.
- Ethical marketing supports strong families by respecting parental authority in the parent-child relationship.
Parents for Ethical Marketing encourages corporations to adopt responsible marketing standards and practices that sustain the health of children and families.