Latch on NYC - limiting infant formula supplementation in breastfed infants at NYC hospitals

Latch On NYC is a voluntary citywide initiative run by the New York City Department of Health and Mental Hygiene (DOHMH), Bureau of Maternal, Infant and Reproductive Health (BMIRH), to implement policy changes in 28 of 40 maternity hospitals to support mothers who choose to breastfeed and reduce formula supplementation to breastfed infants. This initiative has two components: 1. Hospital commitment to limit infant formula promotion and 2. Public awareness campaign on the benefits of breast milk. Hospitals who volunteered to participate in Latch On NYC have agreed to: 1. Enforce the New York State hospital regulation NYS regulations, N.Y. COMP. CODES R. & REGS. tit. 10, µ 405.21(f)(3)(i)(b)(3) (2009), to not supplement breastfeeding infants with formula unless medically indicated or at the mothers request and documented on the infant's medical chart, 2.Restrict access to infant formula, track infant formula distribution and share aggregate data on formula distribution with the Health Department, 3.Discontinue the distribution of promotional or free infant formula, and 4.Prohibit the display and distribution of infant formula advertising or promotional materials in any hospital location. Latch On NYC initiative was launched in May 2012 with hospital kick-off in September 2012 for 28 of 40 maternity hospital that volunteered to participate. Indicators were developed to measure the success of the initiative and are being tracked overtime. Hospitals submit monthly data on the number of eligible births and number of infant formula bottles. The public awareness campaign on the benefits of breast milk included hospital posters and subway and online advertisements. Hospitals also received promotional materials to substitute for infant formula company promotional goods. Hospital needs assessment was done to assess hospital readiness and need for technical assistance. Ongoing technical assistance includes Latch On NYC list serve, distribution of breastfeeding and promotional materials, individual calls and webinars.