A midwife hired by Danone quit the pilot last month, telling The BMJ she could not be associated with an unethical service. She emphasized the ethical implications, stating, "Because of the history, I just don't want to be associated with formula companies breaking the International Code of Marketing of Breast-Milk Substitutes. It's unethical. That was the line I couldn't cross; women trust me because I am a midwife."
Critics of the midwife initiative at Tesco have raised concerns that it is a backward step reminiscent of the milk nurses scandal of the 1970s, where formula industry salespeople dressed as nurses promoted formula milk to parents. This historical parallel highlights the ethical dilemmas faced by health professionals when marketing influences professional integrity.
Regarding the responsibility of midwives, the alternative they’re facing is clear: one midwife explicitly stated, "The bottom line is we're making Danone look good, we're increasing their revenue and product likeability, when actually that's not our role. As midwives, we should promote and support breastfeeding, grounded in ethical practice."
#reproductive-rights #ethical-practices #breastfeeding-advocacy #formula-marketing #healthcare-integrity
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