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More than half of infants born in the U.S. participate in WIC, a program that helps low-income new mothers afford food, whether they choose to breastfeed or not. Despite pro-breastfeeding campaigns that have lessened the organization's formula dependence, WIC still is responsible for more than half the U.S. formula consumption. 4 - Formula Is Pushed in Hpitals Research shows that the main factor in continued breastfeeding is whether a woman exclusively breastfeeds at the hospital or not. Mothers oen perceive introductions of formula — either from a nurse trying to offer a new mother rest or from gi bags given out by hospitals — as a suggestion, not an exception. "At the time of birth many women are 'sitting on the fence' on their decision to breastfeed or not," said Rafael Perez-Escamilla, director of the Office of Public Health Practice at Yale's School of Public Health. "Formula samples received from a medical facility signals to the mom that formula feeding is medically endorsed." More than half of U.S. hospitals offer new mothers free formula gi bags, according to the CDC. A CDC epidemiological review of studies on the gi bags found that 7 out of 11 showed lower exclusive breastfeeding rates among those who received them. "e less a baby suckles, usually because formula is introduced, the less milk a woman produces, setting up a downward cycle so that eventually mother will actually have insufficient milk," said Chessa Lutter, senior adviser of food and nutrition at the WHO's Pan American Health Organization. 5 - Formula Is Advertised Heavily Today, formula is a convenience — oen a necessary one — for mothers who are working outside the home. It's also a product marketed ubiquitously, from advice on TV and their social media feeds, to coupons in the mail and on mommy blogs, to free samples at obstetricians and hospitals. Unlike countries that follow the WHO's International Code of Marketing of Breast Milk Substitutes, the U.S. doesn't restrict formula marketing to the public. Research firm Euromonitor estimates the U.S. baby milk formula market to be a $5 billion industry. Amid leveling sales, formula companies have increased their overall marketing budget 70% from four years ago, according to Kantar Media. Mead Johnson Nutrition and Abbott Laboratories — which combined have the majority U.S. share for baby formula — would not comment on specific advertising practices, but said they don't view their advertising as affecting breastfeeding rates. According to Abbott, "We market our Similac infant formulas to compete against other brands of infant formula, not to compete against breastfeeding." One consistent element of formula marketing emphasizes formula's similarity to breast milk. According to Mead Johnson, "Our research and development efforts are focused on making our infant formulas as close to breast milk as possible." Abby's Magazine - Volume 4 Issue 3| Page 15