The baby food industry richly deserves to be under fire for its inappropriate marketing practices.

According to Louise James, National Coordinator of the Infant Feeding Association of New Zealand, "there is no doubt industry marketing tactics are largely responsible for New Zealand's poor exclusive breastfeeding rates with Maori women historically faring the worst."

There should be no barriers or disincentives to breastfeed imposed by commercial profit-driven companies yet these abound.

For example, sales inducements are common. Earlier this year Wattie's, endorsed by Plunket, offered a chance to win one of ten weekly $5000 cash prizes when ten jars of baby food barcodes were collected.

Companies continue to exploit the vulnerability of mothers and babies by promoting their products fully aware of the risks to public health associated with not breastfeeding and solid foods that are introduced too early.

James says, "The usual marketing practices are simply unsuitable when it comes to breastmilk substitutes and commercial baby foods. Our association routinely monitors company marketing practices and we have evidence that supports Dr Marewa Glover's contention that industry has played a significant role in the destruction of traditional Maori infant care practices".

"Women don't need product promotions, discounts, coupons, free gifts, prizes, company websites, parties, baby clubs, hotlines and company 'information' - they need protection from these forces and full support to build on their natural resources, after all, optimal health and development depend on it", says James.