Carnation Says It Has Settled Dispute on Ads : Pediatrics Group Hit Campaign on Formulas

Carnation Co. said Thursday that it had resolved a dispute with the American Academy of Pediatrics by agreeing not to link Carnation’s name to a public information campaign on allergic reactions to infant formula.

The dispute developed after Carnation unveiled marketing plans for a new line of formulas--Good Nature, a formula for infants who have begun to eat solid food, and Good Start, a formula for babies who are allergic to traditional milk and soybean-based formulas.

Carnation planned a print ad campaign to tell readers that certain allergic reactions could be caused by a formula. The ads would have urged readers to consult a physician about any possible allergic reaction and were to include a reference to Carnation as the sponsor.

However, Carnation decided to run the ads without its name attached after the academy objected to the plan. The academy has taken a stand against any mass media advertising designed to promote the use of formula, because such promotion may discourage breast-feeding, the healthiest form of nutrition for infants, according to the health-care association. Any reference to Carnation in such a campaign would violate the academy’s policy, said Dr. Richard M. Narkewicz, president of the pediatric group.

Carnation executives decided not to link their name with the ads after meeting with Narkewicz and Dr. James E. Strain, executive director of the academy, said Dick Curd, a Carnation spokesman. Curd said Carnation executives considered the academy’s objections and decided that mothers should not be influenced by campaigns that mention corporate sponsors.

“We’re pleased that they made that concession,” Narkewicz said. “Any advertising direct to the public would result in a decrease of breast-feeding. The decision to breast-feed and the decision to . . . cease breast-feeding should be made by the mother and the health-care professional of her choice.”