As a practising paediatrician and Director of MotherSafe, a service where women and health-care providers are informed and counselled about the safety or otherwise of medications and other exposures during pregnancy and breastfeeding, I was somewhat taken aback to see the May edition of the Journal of Paediatrics and Child Health with its double-page S26 formula advertisement directly inside the front cover.
I fully understand that there are market forces at play as well as significant costs of producing this journal, which such advertising presumably offsets. There is also some contention (usually from representatives of Pharma) that paediatricians need to be informed about what formulas are available. Nevertheless, I feel very strongly that this should be done in an instructive and educational manner rather than as blatant advertising in such a prominent position in what is, after all, a peer-reviewed journal.
The Royal Australasian College of Paediatrics and paediatricians as a group should (and do) promote breastfeeding as is evident by the College's own 2007 Position Statement on Breastfeeding (http://www.racp.edu.au/index.cfm?objectid=B55F0AA9-9117-B7DA-A26CE548BAF56445). Surely this advertising goes against this position statement and is clearly inappropriately placed in this journal.