Watch these two ads which are often on UK television and then tell me what message you would get about formula if you were a mum considering breastfeeding or feeling a bit undecided/ having a few problems:
The first ad is of course adorably cute and the second is just plain underhanded and of course both make out very clearly that follow-on formula is as close to perfect as it gets. However, what is so frustrating for me, and I'm sure for many other mothers, is that these types of adverts are something UK mums are constantly being shown on television. Every time a new one appears I feel a deep despair that they are allowed at all.
And now, to undermine mothers even further the UK health watchdog says these type of ads are not a problem. Apparently, we all understand that follow-on milk is intended for babies over six months - yet the clever marketing employed by formula companies means that newborn formula milk is allowed to be placed beside follow-on on shop shelves as the advertising of early formula is banned. No confusion there then!
I know not all mothers can or want to breastfeed but the fact that the advertisers make extreme claims about their products is what really gets to me. All good mothers want the best for their babies but we also want the truth. Formula is a dead food. It comes no-where close to the health-giving properties of living formula which is tailor-made for each individual baby.
Picture this: If price wasn't a factor and you were asked to choose between a lovely healthy freshly picked organic apple and a big flavourless budget apple which had been stuck inside a plastic bag for several days, in all honesty which would be better for you and which would you choose? I know what I'd go for and given the choice between breastmilk and formula, I know which most babies would go for.
Unfortunately for the babies, their mothers are being sold a great big lie. Formula is not tailor-made for your baby. It is not fresh. It is not delicious. It is not going to improve your baby's immunity to illnesses in the way breast milk will. Need I go on?
Okay, rant over. How about a lovely breastfeeding ad just to even things up:
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