to think that the new SMA advert is very close to breaching the WHO code.

[sickoftheholidays]

Just seen that nauseating advert from SMA "Theres nothing more important than what you do for your baby at the start" cue mum handing lap top with big SMA logo on the screen over to dad, and then picking up newborn baby.......

I thought the UK we werent allowed to advertise breastmilk substitutes for babies under 6 months of age? yet here we are with a newborn and a clear implication that SMA is a great thing to do for your baby at the start.

I honestly dont want to get into the whole bf/af debate, I dont give a sh*t what mums choose to feed their infants as long as its nutritionally adequate, correctly made and in sufficient quantity, but I do support mums having accurate unbiased information regarding feeding choices for their infant, and also about manufacturers of artificial milks sticking to the rules regarding their adverts! The cow and gate one was misleading enough, but at least the baby was over 6 months!

They sure seem to be breaking the law. Where did you see this advert?

oh, and btw, I dont find the advert nauseating because its about formula, I find it nauseating because its got some impossibly well rested mother with a perfect house, life etc etc etc. No sign sick dribbles down the back of her shoulder, bags under the eyes, wailing infant.

its on one of the kids channels, CN I think, but I have seen it on discovery too I'm sure

Link?

Report it to advertising standards.

If you don't give a shit why have you revised advertising standards and codes?

Are you the sort of person who weighs things at the market for trading standards or are you actually against your claims, just getting ants in your pants because it's formula?

Yawn.

Oh dear, the free range egg thread was stalling a bit so I guess one of these had to come.

However, YANBU OP. They shouldn't be allowed to advertise so blatantly and misleadingly. In my opinion, they shouldn't be allowed to advertise formula AT ALL. People believe what they see/hear.

formula companies couldn't whine anyway if someone complained.

the restrictions are their own fault for years of making false claims and doing everything they can to undermine breastfeeding.

no one thinks that formula shouldn't exist, but the manufacturers are no more special than any other companies. they should stick to the rules and be honest.

it wouldn't piss so many people off if they weren't trying to stretch the truth at every opportunity to maximise their profits.

I agree altinkum that formula shouldn't be seen as a taboo (and that many babies need it) but I don't think it is a taboo. Most babies in the UK are FF so I think the advertising is unnecessary. Couldn't medical professionals give the needed info to mothers about formula? Advertisers are not thinking of the babies' or mothers' best interests.

I think BFing is very sadly becoming a taboo in western countries.

I'm a breast feeding peer supporter thats how I know the WHO code, but if women choose to feed formula, thats their CHOICE, not mine. I'm not interesting in forcing women to breastfeed, I just want to be sure they make in informed choice.

Come on sickoftheholidays, that isn't the OP's point. Her point is: the advertisers are misleading people. Do you think they help parents make an informed choice?

eh? sickoftheholidays is the OP

anyway, You should report it to Advertising Standards, because they really are breaking the rules

teaches me to read posts more carefully!

I think I will ladies. They will probably get out of it on the basis that it doesnt actually show a baby under 6 months being fed artificial milk, but hey, I'll try. I cant be the only person that has noticed this.

Yanbu. Sounds dodge, the code is there for good reason.

So are you going to report it because it breaks the code or because it makes you feel nauseous because the mother has a perfect house, life and isn't covered in sick? Because some mothers do. There's no law saying that a mother has to have bags under her eyes or have an untidy house.

I am going to report the OP to ...um.....well someone anyway for assuming that new mothers are so cripplingly stupid that they can't figure out for themselves that a. it's an advert. Adverts don't feature worn ragged mums and untidy houses and b. that every other woman in the world is really really thick and can't figure out for themselves whether SMA is what they want or not.

What is it here lately with the bloody Thought Police??

I agree with OP that it's sailing close to the wind, I thought exactly the same today when I watched it! But I felt good luck to SMA, sick of this dictatorship style nonsense meaning that companies can't advertise from birth, we can all make an informed choice regardless of advertising.

Going off the point - my local NHS trust has a policy of refusing to gender babies at the 20 week scan. More dictatorship style nonsense in my view. Where do these bigwigs get off trying to tell us what's best? I stuck two fingers up at them, and went 10 minutes round the corner from the hospital for a private scan.......

I agree with you OP. When I saw the advert I did feel quite irksome I suppose is the word, not because of formula but because I was aware of the WHO code. It did strike that it was very close to the mark.

In the advert she's actually pregnant researching on laptop showing sma. Then she puts laptop aside and times moved on to newborn stage etc. That's what I found the sore point, the insinuation that sma is the choice even prior to birth.

But SMA is a choice isn't it? Why can't you just believe in a mother's ability to make her choice? I really don't understand this nosepoking and tutting over what other people do.

that's for typing in a hurry

Anyone who thinks formula companies do not advertise already is living in cloud cuckoo land. These companies need no more leeway - if you seriously want to find the difference between SMA/C&G etc etc you can vist their websites and find a wealth of information (often conflicting) about how wonderful their milk is.
Of course most people don't do this because they use whichever formula their Mum, sister, best mate used. Most people don't actually research it - you don't need advertising to make up your minds but in fact you GET advertising anyhow. Ever seen a midwife with an SMA logoed pen, a HV with a red and white diary cover. Not only that but they are in YOUR home having bought in the adverts withpout your permission. The formula companies are very subtle and don't give a rats arse about you or your baby as long as they seel their formula.

I bottlefed by the way but don't need anyone to tell me breastmilk is the ideal.

I do object to a formula company advertising to me without asking first - especially if that advertising has been bought into my home without my permission. The regulations need tightening up NOT relaxing.

Because the issue is not about choice here. The issue is about the rules.

The formula companies fly as close to the wind as they can. Hence Nestle boycott. The EU has just voted to allow them to make unscientifically proven claims on their products too. Can't do links on phone but will post on it. Already in feeding thread.