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Baby Milk Action was pleased to support a campaign in Ireland in November against baby food companies sponsoring awards to health workers organised by Maternity and Infant magazine. The main sponsor of the event for the past five years is Pfizer/Wyeth, which uses the awards to promote its SMA brand of formula. 

Last year Pfizer/Wyeth received a Maternity and Infant Award itself for SMA, which it then used in its advertising without mentioning it sponsored the awards. The Irish Advertising Standards Authority upheld a complaint from rival Danone. In 2012 Danone, manufacturer of Aptamil and Cow & Gate products, was allowed to be a sponsor to promote its own formula brands.

Philomena Canning from Dublin, refused her award when she learned that it would brand her the SMA Midwife of the Year and instead organised a demonstration (left). 

In December a letter signed by over 100 members of The Nurses and Midwives Board of Ireland called on the Board to remind members that the Code of Professional Conduct states, “The nurse should avoid the use of professional qualifications in the promotion of commercial products...” CEO Maura Pidgeon replied announcing a review of the Code was underway, including a consultation of professionals and the public.

The SMA Baby Know How roadshow began in Ireland in April 2012, before the attempt to launch it in the UK (see page 19).

The website yourroadshow.com explains how the specially adapted bus contains a mini cinema and bottle preparation and nutrition advice areas and more units are planned.

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