The Formula Samples – Why Are You So Angry?

It seems that the decision by certain New York hospitals to stop giving formula to all women who give birth (and rather just to women who request it) has generated a lot of outrage about “freedom of choice.”

Unbounded Edition makes an excellent point about how workplaces aren’t often supportive of breastfeeding, causing women to give up sooner than they would like. However, the question is then asked, “How did the pro-choice capital of the United States decide women can no longer be trusted to make personal decisions regarding their bodies?“

The Wall Street Journal notes that they received numerous comments in response to their earlier story on the decision, and that “discussion may be too nice a word.” Indeed, the comments included such gems as the term “milk nazis,” and “These insensitive “breast is best” bitches make me sick,” with further discussion of choice.

The thing is, we’re not talking about personal choice here. We’re talking about free marketing swag from companies that want to sell you formula – the hospitals have decided that including formula in the bags every woman receives does not mesh with their goals of promoting breastfeeding and health. The NY hospitals are still offering formula samples to women who request them. There isn’t a SWAT team knocking down your door to make sure you’re breastfeeding. Women who can’t breastfeed, or choose not to breastfeed, are free to follow through on that choice.

You can call it a “gift” bag, but the old formula bags were marketing tools, plain and simple. The formula in those old bags wasn’t bought by the hospital – it was provided by the formula companies, in the hopes of promoting formula-feeding and building brand loyalty. It’s clear that this message is getting through when one mom comments, “I like the freebees. I will breastfeed because it’s best from me and my baby, but when I’m ready I want to know what formula is the best one.” Except, the hospitals weren’t choosing the “best” formula, they were just giving out marketing swag, giving out what was freely provided. There was no analysis of which one was “best.” There is no right to be subjected to marketing tools that is being violated here. In any other case where a hospital deems something to be the second healthiest choice, you wouldn’t expect them, ethically and medically, to willingly promote it. The hospitals have decided to take this old method and try to do something more positive with it, and less designed to sell a specific brand and product.

I am absolutely sympathetic to the barriers to breastfeeding that women face, and the simple aspect of choice. However, I think directing energy toward knocking down those barriers is far more productive than outrage about not getting a free sample. One woman nails my sentiment exactly, “It’s a freebie. I can’t believe it causes so much controversy every time someone suggests taking a big bag of marketing out of a hospital. If you want formula, buy it. If you want to breastfeed, do it. There’s your choice.“