Please change this image

Take absolutely no notice at all. Your baby was fed, you’re a great Mum!

It's people like you that made me feel such an utter failure as a mother as I couldn't breastfeed, something that obviously still upsets me years later, cheers for that

This advert doesn’t say it’s best, it promotes it as good. Which is ok, it’s good for some mums/babies.

Let people choose for themselves.

I’m not offended at this 1 bit. Either breast feed or bottle feed, entirely up to you. Hardly think a picture & a caption would change someone’s mind!

Get a grip!

Finally a voice of reason!

Actually pet, breast feeding was the answer for my 3rd child. Would you have preferred that i breast fed ( just like i did with my first 2) and passed the medication that i needed to take but would kill my baby through my breast milk ? Stop clutching your self righteous pearls.

Approximately 5% of all women ever to give birth cannot breastfeed.

Many many more choose for various and valid reasons not to, or to give up earlier than the WHO recommendations.

Given that 60% of UK women do not breastfeed = 55% of all bottle feeding mothers have actively made a choice unconnected to anything physical- which is also their prerogative.

The problem lies with women who have been led to believe that they can't. And there is no real way of knowing how many of that 55% lie in that category.

But parenting websites showing ads with bottle feeding and blurb from "experts" about all those extra things babies need isn't going to help.

Plus I also think HQ need legal advice as per pp as afaik, promoting bottle feeding and extras in this way is against the law. Which is why the advertising of "follow on milk" is the only mass produced infant milk to be legally advertised.

this post is pathetic.
mothers can think for themselves.
so fking judgemental op do u know what people like u do to mothers that cannot for any reason not
breastfeed?? fk with their heads and make them feel like shit unworthy mothers that's what folk like u do.
poor bottle fed baby offending u, like i said, pathetic.

The bottle is best brigade will not accept that some people literally have no choice but to bottle feed

Bottle feeding is not the way to give your baby a good gut start, breastfeeding is. Formula for newborns isnt allowed to be advertised, that's why you get those nonsense follow on milk adverts. It looks as though this advert is saying bottle feeding is the way to good gut health, it should be an image of a women breastfeeding if you want to promote good gut health in babies.

@Nicecow

Again, SOME women CANNOT

FED is best

BF is best, by far. Yes some can't, but many choose not to or don't know this, so it shouldn't be promoted. Also you may not know, but Western countries have marketed formula feeding as better to other developing countries to people who don't know any better. Quite disgusting really.

You forgot the cloth bum KGB

People aren't born knowing everything. Very difficult to promote a public health saying "X is best option" without implying that "not-X is a worse option".

We all know this.

However there are people who cannot breast feed, and they need the information on bottle feeding , not to feel like they are bad mothers

Gestapo?

What next? The "sleep in your room for 6 months McCarthy Commission", "The low sugar Khmer Rouge", "The Rear Facing Car seat Taliban"?

Of all the known and/or suggested benefits of breastfeeding, its protective effects on infant gut health is the one which is most significant and conclusively proven.

It's like illustrating an article on how to protect your child's teeth with a photo of a child with a big glass of orange juice - yes it's common and sometimes unavoidable but if your focus is gut health a formula fed baby is already starting from a suboptimal situation.

Some people think that a mother who fully intends to breastfeed will see a picture of a bottle and might change their mind.

@TookTheBook

Well, it's a ridiculous law. Parents should have all the facts about both forms of feeding, instead of being made to feel bad if they can't breastfeed

Agreed surely people make their own decisions

It's not a discussion particularly - it's the law.