To the Editor.—

The American Academy of Pediatrics expressed concern when the Mead Johnson Division of Bristol-Myers began a direct advertising campaign to sell their Gerber brand infant formula.

The Academy believed that pediatricians should counsel parents about infant nutrition and choice of formula, and these important nutritional decisions should not be made in response to advertising on television or in the print media.

Marketing surveys validate the concerns of the Academy. The most recent A.C. Nielsen survey (October 22, 1991) indicates that only 56% of the Gerber infant formula that currently is purchased by customers is iron-fortified, as contrasted with 88.2% for SMA, 82% for Similac, and 81.6% for Enfamil.

Topics:
advertising, infant formula, infant nutrition, iron, marketing, television
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Copyright © 1992 by the American Academy of Pediatrics
1992
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