Breast Feeding Friendly

As the leading providers of information to pregnant women and new mothers Bounty has an ethical responsibility to ensure that the information distributed to Australian families is in line with the World Health Organisation guidelines for Breastfeeding.

We are therefore proud to announce that as of April 2007 all 3 Bounty Bags will no longer carry advertising for bottles, teats, dummies, follow-on formula or infant foods (for babies under 6 months of age). The initiative extends to include all Bounty’s parenting publications; The Pregnancy Book, Babycare Book, Pregnancy and Birth Magazine Mother and Baby Magazine, Shopping for Baby Magazine and the website www.motherandbaby.com.au.

All the Bounty products are now endorsed by the Australian Lactation Consultants Association who act as the independent watchdog reviewing the entire Bounty portfolio each quarter to ensure that all the information including advertising is breastfeeding friendly and complies with the WHO code.

We hope this initiative will help improve Australian breastfeeding rates which for a variety of reasons decreases dramatically 3-6 months after birth.