Ethics of product endorsement: taking a look at freebies.

Childbirth educators are potentially a large vehicle for marketing promotions to young and purchasing parents. Many free materials-educational matter and product samples-are available for the educator's own use and for distribution to the parents who attend class for evidence-based information. In this column, the author encourages childbirth educators to use good judgment in selecting materials that will protect normal birth, encourage positive parenting, and promote breastfeeding. Educators must consider the effect a brand name will have on the purchasing power of parents and whether or not the materials or samples will undermine breastfeeding efforts.