Mayor Mike Bloomberg is beginning to take his self-appointed role as Nanny-in-Chief of New York a bit too literally:
Mayor Bloomberg is pushing hospitals to hide their baby formula behind locked doors so more new mothers will breast-feed.
Starting Sept. 3, the city will keep tabs on the number of bottles that participating hospitals stock and use — the most restrictive pro-breast-milk program in the nation.
Under the city Health Department’s voluntary Latch On NYC initiative, 27 of the city’s 40 hospitals have also agreed to give up swag bags sporting formula-company logos, toss out formula-branded tchotchkes like lanyards and mugs, and document a medical reason for every bottle that a newborn receives.
Under Latch On NYC, new mothers who want formula won’t be denied it, but hospitals will keep infant formula in out-of-the-way secure storerooms or in locked boxes like those used to dispense and track medications. With each bottle a mother requests and receives, she’ll also get a talking-to. Staffers will explain why she should offer the breast instead.
How many mothers decide to breastfeed their children because someone hid the baby formula? I suspect it’s around the same number as husbands who stop eating sweets because their wife hides the Oreos. Someone should tell Mayor Bloomberg (and my wife) that those sorts of change-the-behavior tactics aren’t all that effective.