LETTERS TO
LLLI:
Advertising and Exhibits Policies
From: LEAVEN,
Vol. 35 No. 2, April-May 1999, pp. 40-41
Dear LLLI,
Over the years,
La Leche League, like many of us, has experienced financial challenges.
As part of the answer to the financial needs of LLLI, more advertising
is being accepted for publications such as LEAVEN, NEW BEGINNINGS and
Area Conference program booklets. Certainly, the revenue generated by
these advertisements is a much needed source of income. At times, however,
it seems as though some of the ads conflict with LLLI policy.
For example, I
question ads that list a Leader as the owner of a business. Can Leader
credentials be used in ads or conference exhibit materials for non-LLL
products?
Also, how much
latitude does an Area have in saying "no" to ads or exhibits
they feel do not meet the needs or interests of local mothers? For example,
an ad that we felt was not appropriate was submitted for our Area Conference.
Because similar ads had been published in NEW BEGINNINGS we felt obligated
to accept it despite our misgivings.
Although I understand
the need for advertising to subsidize the cost of our programs and services,
I wonder whether we're moving too quickly. Could the Board of Directors
please clarify these policies?
Anne Easterday
Omaha, Nebraska, USA
Dear Anne,
Many thanks for initiating
this discussion and providing an opportunity to expand understanding
of LLLI Advertising and Exhibit Guidelines and how these are related
to other LLLI policies.
Can Leaders list their
Leader credentials on advertisements or conference exhibit materials
for non-LLL related products?
An advertisement or exhibit
is not accepted or rejected for an LLLI publication or event simply
because the advertiser or exhibitor is an LLL Leader. The determination
of whether or not an advertisement or exhibit falls within LLLI Guidelines
is made independently. Once that decision is made, it might be acceptable
that the ad or exhibit mention that a Leader is involved. People might
decide to support the business of a Leader or member of the LLL community
over another business.
LLLI does not have a blanket
policy to prohibit Leaders from using their credentials as a point of
information in an advertisement or on an exhibit. The Mixing Causes
Statement from the Cooperative Action Guidelines for Leaders states:
Leaders may not use
their Leader status for commercial gain derived from non-LLL activity
or to promote their personal non-LLL interests.
This policy was not intended
to imply that a Leader must avoid any mention of her Leader status in
connection with an outside business.
When an advertisement mentions
a Leader's credentials, special care must be taken that the advertisement
is designed to avoid any appearance of an endorsement by LLLI. It is
specifically stated at the beginning of LLLI publications that acceptance
of paid advertisements does not constitute LLLI endorsement of the products
advertised.
Regardless of disclaimers,
some readers assume a degree of LLLI endorsement for products advertised
in LLLI publications. This is a difficult impression to overcome. LLLI
negotiates this situation with disclaimers and by applying guidelines
for some assurance that products advertised do not conflict with the
purpose of LLLI.
What about the use
of the LLL name-Leader or member-as part of an ad in another publication?
A Leader or member may also
wish to mention her association with LLL in an advertisement in a non-LLL
publication. In this situation, LLLI does not have any control over
the presentation in the advertisement. It could be misunderstood that
the product advertised carries some sort of LLL endorsement. The policy
on Sponsorship Endorsement, Authorization or Approval by LLLI states
that:
The [LLLI] Board of
Directors shall be the sole and exclusive authority to permit any
act that expresses or implies sponsorship, endorsement, authorization
or approval by LLLI of any person, service or item.
It follows that, in order
to be in accord with LLLI policy, an advertisement mentioning Leader
credentials, even LLL membership, must be very clear to also mention
that it is not an LLLI endorsement of the product. Sometimes it is just
a matter of reformatting an ad to avoid any confusion.
The bottom line is that mentioning
a relationship to LLL as part of an advertisement is not prohibited
by LLLI policies, but these policies do put restrictions on how LLL
and LLLI are mentioned, including trademark protection of the name and
logo.
How much latitude does
an Area have in saying "no" to ads and exhibits?
An Area is under no obligation
to accept an ad or exhibit just because the ad or exhibit meets LLLI
guidelines. Fitting within the guidelines only determines whether the
Area has the option to accept an ad or exhibit. This right of
refusal is stated in the LLLI guidelines that are shared with prospective
advertisers and exhibitors. Common sense and good public relations dictate
that Areas use this privilege to say "no" with due consideration.
It is not to be taken lightly.
The Board of Directors anticipated
that some advertisements and exhibits might fit the guidelines and be
accepted by LLLI but not be appropriate in a particular Area or at a
particular event in that Area. There are many good reasons to say "no,"
when the guidelines are met.
- Perspectives can differ
according to local custom and culture. For example what may be considered
a food in one part of the world may be viewed as medication elsewhere.
- An Area might be developing
a theme for exhibits at a conference or be working toward balancing
the mix of exhibits.
- It is possible to run
out of room - in publication or in an exhibit hall.
- There may have been substantial
negative reaction to an exhibit in past years. Without cutting off
the exhibitor completely, it is possible to take a rest from the issue
for a year and reevaluate in the future.
If an Area does not want
to accept a particular ad or exhibit, the Area can just say "no."
However, when the ad or exhibit does meet LLLI guidelines, the Area
cannot use the guidelines as the reason for declining the ad or exhibit.
In this situation, the Area must take responsibility for saying "no"
to the advertiser or exhibitor. This should be done in a professional
and graceful way that does not preclude other relationships with LLL.
Leaders who are concerned
about particular advertisements in LLLI publications can contact LLLI
staff members directly (see box). LLLI Executive Director Paulina Smith
assures that concerns about advertising and exhibits are periodically
reviewed by the LLLI Board of Directors.
The advantages of advertising
and exhibits extend beyond subsidizing costs of publications and conferences.
Ads and exhibits can enhance
publications and conferences by providing specific information that
might be of interest to the LLL community. They can provide some perspective
on how breastfeeding fits into society. The very act of selling advertising
and recruiting exhibitors brings LLL and our work to the attention of
a broader audience.
Imagine LLLI publications
with no advertisements for baby products, nursing fashions or breast
pumps. Many parents use ads for reference points and to extend their
understanding of the new world they have just entered.
- What does a breast pump
look like and why might I want one?
- I need ideas for what
to wear in my sister's wedding. I'll be carrying my two-month-old
baby down the aisle in a sling; she might need to nurse during the
ceremony.
- I like to shop for clothes
for myself and my baby through the mail instead of spending our time
in stores.
- I've been wondering about
using a different type of diaper, but am unable to find any locally.
- I'm looking for a nursing
bra and find a very limited selection in the stores near me.
For Leaders, advertisements
in LLLI publications can provide an impromptu visual aid to illustrate
a response to a question about a baby carrier or a breast pump.
Admittedly, these are not
black and white issues. As Leaders we look at similar situations and
apply the same guidelines, but due to our different perspectives we
come up with different answers. These differences are the very factors
that allow a diverse group of Leaders to help many mothers in different
circumstances around the world. We have come to recognize that these
inconsistencies are not signs of our individual weaknesses, but of our
collective strength.
Sincerely,
Ginger Sall
LLLI Board of Directors
Cary, North Carolina, USA
Page last edited Sun Oct 14 09:32:17 UTC 2007.
