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NHS criticised for allowing sales people access to postnatal wards NHS criticised for allowing sales people access to postnatal wards
(4 months later)
NHS officials have been criticised for allowing salespeople access to mothers shortly after they have given birth.NHS officials have been criticised for allowing salespeople access to mothers shortly after they have given birth.
New parents have been approached on postnatal wards by employees of a promotional company who often fail to identify themselves as such, a doctor has revealed.New parents have been approached on postnatal wards by employees of a promotional company who often fail to identify themselves as such, a doctor has revealed.
Dr Margaret McCartney, a Glasgow GP, questioned whether it was "desirable" for representatives from a promotions company, Bounty, to be allowed on NHS wards.Dr Margaret McCartney, a Glasgow GP, questioned whether it was "desirable" for representatives from a promotions company, Bounty, to be allowed on NHS wards.
In an editorial, published by bmj.com, McCartney writes that Bounty profits by selling parents' details. She said the hours after birth are "hardly an optimal time" to obtain consent for giving out data.In an editorial, published by bmj.com, McCartney writes that Bounty profits by selling parents' details. She said the hours after birth are "hardly an optimal time" to obtain consent for giving out data.
A spokesperson for a parenting charity, the National Childbirth Trust (NCT), expressed anger that some NHS hospitals allow Bounty access to new mothers.A spokesperson for a parenting charity, the National Childbirth Trust (NCT), expressed anger that some NHS hospitals allow Bounty access to new mothers.
"Within hours of giving birth, they are being asked questions – their name and address, details of life insurance – and they give them in good faith, thinking they're speaking to a hospital person," said Belinda Phipps, the NCT's chief executive."Within hours of giving birth, they are being asked questions – their name and address, details of life insurance – and they give them in good faith, thinking they're speaking to a hospital person," said Belinda Phipps, the NCT's chief executive.
"In fact it's a commercial person. The NHS is condoning a sales team collecting data from mothers in order to sell their name on to commercial interests.""In fact it's a commercial person. The NHS is condoning a sales team collecting data from mothers in order to sell their name on to commercial interests."
When parents fill out their contact details, the form says: "By providing your email address and/or telephone number you agree to be contacted by these channels as well as post." But Phipps said many parents have told her they did not understand what they were signing up to.When parents fill out their contact details, the form says: "By providing your email address and/or telephone number you agree to be contacted by these channels as well as post." But Phipps said many parents have told her they did not understand what they were signing up to.
McCartney said commercial advertisers are also getting access to new parents through "baby bags" containing sample products and flyers, which are given out by Bounty.McCartney said commercial advertisers are also getting access to new parents through "baby bags" containing sample products and flyers, which are given out by Bounty.
She writes that some 2.6 million Bounty bags are given to new parents every year. Some are distributed by Bounty's representatives on wards and other are handed out by NHS workers.She writes that some 2.6 million Bounty bags are given to new parents every year. Some are distributed by Bounty's representatives on wards and other are handed out by NHS workers.
The packs have an "air of officialdom" because they also contain application forms for child benefit, she wrote.The packs have an "air of officialdom" because they also contain application forms for child benefit, she wrote.
The article says that HM Revenue and Customs pays £90,000 a year to Bounty to distribute the forms – even though they are available online.The article says that HM Revenue and Customs pays £90,000 a year to Bounty to distribute the forms – even though they are available online.
"So families supply their details, which can be sold on by a commercial company, which in turn is paid by the government to supply freely available child benefit claim forms," writes McCartney."So families supply their details, which can be sold on by a commercial company, which in turn is paid by the government to supply freely available child benefit claim forms," writes McCartney.
A spokesman for Bounty told the BMJ: "Over a decade ago Bounty offered to conduct a small-scale pilot, which satisfied HMRC that Bounty could distribute child benefit forms directly and quickly into the hands of parents as soon as they need them."A spokesman for Bounty told the BMJ: "Over a decade ago Bounty offered to conduct a small-scale pilot, which satisfied HMRC that Bounty could distribute child benefit forms directly and quickly into the hands of parents as soon as they need them."
He added that a poll of 4,000 parents earlier this year found that 90% were "satisfied" with the packs.He added that a poll of 4,000 parents earlier this year found that 90% were "satisfied" with the packs.
A HMRC spokesman added: "We are committed to keeping our costs as low as possible. Bounty distributed 82% of all child benefit claim forms in 2012, [at an average cost of] around 10p for each claim. If HMRC posted the forms individually the cost would rise to 33p for each claim, making this option much cheaper and more direct than the alternative."A HMRC spokesman added: "We are committed to keeping our costs as low as possible. Bounty distributed 82% of all child benefit claim forms in 2012, [at an average cost of] around 10p for each claim. If HMRC posted the forms individually the cost would rise to 33p for each claim, making this option much cheaper and more direct than the alternative."
In her article, McCartney said the NHS, the Royal College of General Practitioners (RCGP), Royal College of Obstetricians and Gynaecologists (RCOG), and government have "embedded commercial advertising into routine contact with pregnant women during antenatal and postnatal care".In her article, McCartney said the NHS, the Royal College of General Practitioners (RCGP), Royal College of Obstetricians and Gynaecologists (RCOG), and government have "embedded commercial advertising into routine contact with pregnant women during antenatal and postnatal care".
She also raised concerns that pregnant women are handed a free booklet called Emma's Diary by their GPs, which has an RCGP stamp of approval and which contains 25 pages of medical information and 119 pages of advertising.She also raised concerns that pregnant women are handed a free booklet called Emma's Diary by their GPs, which has an RCGP stamp of approval and which contains 25 pages of medical information and 119 pages of advertising.
The RCGP told the BMJ: "All content is quality assured by our RCGP editorial board, who do a sterling job in ensuring that it is updated to reflect any changes to medical working practices, latest research findings [and] government guidelines."The RCGP told the BMJ: "All content is quality assured by our RCGP editorial board, who do a sterling job in ensuring that it is updated to reflect any changes to medical working practices, latest research findings [and] government guidelines."
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