NYC Hospitals to Hide Formula to Promote Breastfeeding

Twenty-seven of the city's 40 hospitals will also stop distributing bags of freebies from formula companies

Monday, Jul 30, 2012  |  Updated 8:43 PM EDT
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Mothers in New York City are buzzing about Mayor Bloomberg's latest move in the name of good health: his push to encourage breastfeeding by locking up baby formula. Roseanne Colletti reports.

NBC 4 New York

Mothers in New York City are buzzing about Mayor Bloomberg's latest move in the name of good health: his push to encourage breastfeeding by locking up baby formula. Roseanne Colletti reports.

Starting in September, participating hospitals in New York City will aim to limit the amount of formula they distribute to new moms to encourage them to breastfeed their babies, according to a published report.

New mothers who want formula for their babies will still be able to get it, the New York Post reported, but the number of bottles of formula will be tracked, they will be kept in harder-to-find locations and women who receive them will also be instructed on the benefits of breastfeeding.

Twenty-seven of the city's 40 hospitals will also stop distributing bags of freebies from formula companies.

The program is part of "Latch On NYC," a Health Department program aiming to increase the numbers of breastfed babies which has also featured a subway ad campaign. The American Academy of Pediatrics recommends women exclusively breastfeed for the first six months of a child's life.

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