Ethics of Product Endorsement: Taking a Look at Freebies
Abstract:Childbirth educators are potentially a large vehicle for marketing promotions to young and purchasing parents. Many free materials—educational matter and product samples—are available for the educator's own use and for distribution to the parents who attend class for evidence-based information. In this column, the author encourages childbirth educators to use good judgment in selecting materials that will protect normal birth, encourage positive parenting, and promote breastfeeding. Educators must consider the effect a brand name will have on the purchasing power of parents and whether or not the materials or samples will undermine breastfeeding efforts.
Document Type: Research Article
Publication date: June 1, 2004
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- The Journal of Perinatal Education is the official journal of Lamaze International, whose mission is to promote, support, and protect natural, safe, and healthy birth through education and advocacy. The journal publishes peer-reviewed articles and evidence-based, practical resources that childbirth educators and other health care professionals can use to enhance the quality and effectiveness of their care or teaching to prepare expectant parents for birth.
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