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About Lamaze

Administration: Advertising Standards


This policy applies to all promotional activities, targeted to professionals and/or consumers, for commercial purposes by any person or entity.  Such activities may include advertising in any Lamaze International asset, publication or media exhibiting, event or program sponsorship, or mailing list rental. The intention of the Board of Directors is to permit the wide dissemination of information relevant to Lamaze International members and their clients while avoiding any express or implied endorsement of advertised products or services.


All advertising must be consistent with the philosophy and principles of Lamaze International, and cannot negatively impact the reputation of Lamaze International. Acceptable advertisers are those promoting products and/or services, which are appropriate to and consistent with the needs or interests of maternal/child health professionals, expectant parents, parents of infants and children, or infants and children. All advertising in Lamaze professional or consumer publications must adhere to Advertising Guidelines for Professional and Consumer Publications, Attachment I.

Lamaze International reserves the right to decline or prohibit any advertising which, in its sole discretion, is inappropriate or contrary to its policies. This reservation is all-inclusive as to persons, things, printed matter, products, and conduct.


Adherence to these advertising standards will be monitored by the Associate Executive Director, under the guidance of this policy.  All new product categories will be subject to review to ensure compliance with this policy. The Ad Review Liaison will advise management when questions arise regarding policy interpretation and for review of new product categories before the advertising is accepted or denied. The President-Elect will serve as the Ad Review Liaison; any questionable advertising or policy considerations will be referred to the Executive Committee for further review. 

Lamaze International Advertising Guidelines for Professional and Consumer Publications

The mission of Lamaze International is to promote normal, natural, healthy and fulfilling childbirth experiences for women and their families through education, advocacy and reform. The Lamaze International philosophies of birth, breastfeeding and parenting are attached. No advertising can be included in professional or consumer publications that contradict or do not support that mission. No advertising may do anything to negatively affect the reputation of Lamaze International. Consistent with its philosophy on breastfeeding, Lamaze International abides by the World Health Organization Code of Marketing Breastmilk Substitutes and its resolutions (WHO Code). Compliance with WHO Code advertising provisions is applicable to the product or service being advertised, not to the entire corporation. Lamaze International reserves the right to decline or prohibit any advertising which, in its sole discretion, is inappropriate or contrary to its policies. This reservation is all-inclusive as to persons, things, printed matter, website content, inserts and coupons, product samples, video and conduct.

These advertising guidelines are applicable to all Lamaze consumer and professional publications and media, and all Lamaze educational events, including the annual conference, workshops (hosted publicly or privately), online education programs and Lamaze Childbirth Educator Programs. Acceptance as an advertiser, exhibitor or sponsor can not be viewed as an endorsement of any product.

Pregnancy and early parenting is a vulnerable time for women and their families. Therefore, no advertising materials may exploit this by containing sensational, fear invoking copy and/or claims. All ad claims require appropriate legitimate substantiation.

All changes in ad guidelines must be approved by the Lamaze International Board of Directors. The Board of Directors reserves the right to review, revise and amend these guidelines annually. Any changes will be forwarded to Lamaze advertising representatives, immediately to take effect no later than the following January 1.

The following categories of products WILL NOT be accepted for advertising in any Lamaze media vehicle:

  • Bottles, nipples, pacifiers
  • Infant/Toddler Formula or foods which contain infant formula
  • Alcohol
  • Tobacco
  • Douches
  • Feminine Deoderant Sprays
  • Private cord blood banking
  • Single ingredient dietary supplements with the exception of iron, folic acid and calcium
  • Synthetic DHA/ARA supplements with exception to multi-vitamins
  • Products that bear the brand name of infant formula

The following categories of products WILL be accepted for advertising in any Lamaze media vehicle as specified:

Prescription, OTC Products and Vaccines
Prescription and over the counter (OTC) products will be accepted with preference for single agent rather than multi-treatment products, and topical versus systemic products. Such products must be safe and appropriate for pregnant or lactating women, newborns (under 6 months), infants (over 6 months), or children.

Vitamins and minerals for pregnant, breastfeeding women and infants must meet the following criteria:

  • Pregnant and breastfeeding women: currently the ONLY vitamins and minerals recommended are multivitamin, calcium, iron, and folic acid. Ads will ONLY be accepted for these vitamins/minerals for pregnant and breastfeeding women.
  • Infants: the only vitamins recommended for breastfeeding infants under six months are Vitamin D for infants whose mothers are Vitamin D deficient or those infants not exposed to adequate sunlight or iron for those who have low iron stores or anemia. All ads for Vitamin D must note this. Liquid multivitamins for infants will only be accepted if the ad clearly states that the vitamins are recommended for breastfeeding babies over 6 months of age or that the AAP states that vitamins are generally unnecessary for breastfeeding infants under 6 months.
    Vaccines that are recommended by the AAP and/or CDC will be accepted.

Contraceptives which are proven to have no negative effect on breastfeeding (i.e. diminishing milk supply) are acceptable.

New Product Categories
All new product categories will be submitted to Lamaze International for preliminary review.

Web Specific Guidelines

  • Ads should not exceed 40% of the visisble page on the screen.
  • "Pop Up" windows, video ads, flash, shockwave or other moving media may be used for advertising purposes, subject to review and approval by Lamaze International.

Advertising Material Review
Lamaze International must review all advertising materials pertaining to breast pump systems, cord blood storage, and new product categories.

Approved: October, 1994
Revised: May 2000, May 2001, October 2001, March 2002, October 2003, March 2006, March 2007, March 2008, March 2009, July 2010, March 2011, October 2013 , June 2015