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AIBU?

Share your dilemmas and get honest opinions from other Mumsnetters.

Original poster

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

170 replies

sickoftheholidays · 09/04/2011 12:06

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!

OP posts:
Albrecht · 09/04/2011 18:13

There are adverts for breastfeeding on TV in Scotland. Its a public health issue like get your Flu Jab or whatever.

Jogon · 09/04/2011 18:14

Gets out Bingo card and crosses out " bullies" and " it's not poison". Awaits " Bf mafia "and "smug" with eager anticipation

tiktok · 09/04/2011 18:16

If anyone intends to complain, then it's the UK Law the ad appears to be breaking (I haven't seen it myself) - the WHO code has no legal standing in the UK. You can find out more here
www.babyfeedinglawgroup.org.uk/

Anything advertised has to be legal, decent, honest and truthful.

Without advertising, formula milk would be a lot cheaper. Money might even be diverted into improving the product.

Of course mothers need accurate information about brands and types - they won't get it from advertising.

If advertising did not increase the use of formula milk then it would not exist. It's interesting this ad appears to show imagery that identifies the mother as breastfeeding/interested in breastfeeding. It's very important for manufacturers to reach mothers in this bf/would-be group - they tend to keep their babies on formula for longer (so they use follow on, toddler milks, growing up milks - I have no link to show this is the case, I was just told it by a marketeer in this field). So if you can contribute to their decision to change to formula - even unconsciously - it's worthwhile.

This does not mean mothers are stupid and don't know when they are being marketed to. But we are all subject to the influence of marketing, inc advertising.

tiktok · 09/04/2011 18:20

The 'it's not rat poison' line is tired and over-used.

Rat poison can be advertised, anyway!

Not advertising formula has nothing to do with whether the product is good quality or safe. It's to do with its ethical marketing.

TrinityIsABunnyMunchingRhino · 09/04/2011 18:20

no formula should just be for when breast milk actually cant be given

not when people give up

RitaMorgan · 09/04/2011 18:23

I disagree Trinity - formula should be available for anyone who chooses not to feed their baby solely on breastmilk too.

However, something as important as infant nutrition should be taken out of the hands of huge profit-driven multinationals who have no-one but their own best interests at heart.

tiktok · 09/04/2011 18:29

I agree, Rita - it should be the parents'/mother's decision if and when to use formula. Anything else is an intrusion - and people have a right to 'give up' breastfeeding for whatever reason is deemed right for them, medical, social, whatever.....

I don't object to a profit being made out of infant formula - even if there was a state-owned brand alongside the other brands, it would still be made by a manufacturer who would be contracted to the state, and who would have a right to make a profit.

Where the state should step in is to check on the marketing, and pricing.

BlooferLady · 09/04/2011 18:32

Meh. Obviously it's all ever so hilarious when someone cries 'bully', dear me yes. However I have seen the anguish of guilt and misery new mothers endure when they have to use formula - temporarily or permanently - and that anguish and guilt is deeply informed by the endless judging on MN and elsewhere. Their sense of failure, of damaging their child - that doesn't come from HCPs, it comes from their peers.

And call me old-fashioned, but if I thought I had contributed to a debate that left fellow women feeling wretched beyond description I would feel thoroughly ashamed of myself (I am not necessarily talking about this thread alone, but about a pervading culture I have seen here and elsewhere).

MsScarlett · 09/04/2011 18:32

I don't get all this hoo-ha over ff ads. Before I was pg and during my pg I was always dead set on bf-ing and have done it, it never occurred to me that I would be swayed by advertising of formula. IMO everyone knows that breast milk is the best thing, but some people choose for a variety of personal reasons and circumstances that bfing is not for them or are unable to bf and that's fine IMO. I really don't think that anyone has ever chosen to ff based on a frigging TV ad ffs!

It's only since reading about these laws on MN or by going on ff companies' websites (just to join clubs and get freebies) and saw the disclaimer before you're allowed to go on that I realised there were legalities surrounding it. I found it a bit patronising tbh. I went on the site, got the freebies, then came off and went on to bf anyway as that's what I had decided. In another similar example, I went to the baby show and they were giving away free avant bottles. I have used them to give my dd ebm!

FWIW, I had a period of mixed feeding as my dd was on a variety of medications and they were easier to administer mixed in with the feed in a bottle, and sometimes I could not express enough so had to top up with formula. So in this case it was my own personal circumstances that made it necessary and frankly easier to give formula, and any advertising I had been "bombarded" with had no influence whatsoever. Not even for brand preference as I gave her lactose free formula that had been prescribed by the GP at MY request as I had made a PERSONAL decision to give her formula occassionally to preserve my sanity. FWIW being able to give her the odd ff allowed me to continue to partially bf and retain my supply and now most of her problems have resolved I am back to EBF.

I think they are a bit naughty as since those laws are there they do appear to be close to breaking them, though whether those laws are necessary in the first place is debatable. Plus, yes the ad is nauseating. A fairer image would be a breast-feeding mother in tears as her dc has been cluster feeding all night, her nipples are sore and cracked and she is dying for a glass of wine who finally reaches for the formula and feels horrendously guilty as she feels she is going to do her baby eternal harm ... that is a fairer representation of most people I know who eventually end up ff...

BlooferLady · 09/04/2011 18:34

Also, what Rita said (I'm not so miffed I can't see that there are a lot of people out there who have things in perspective and are essentially quite nice).

MissPenteuth · 09/04/2011 18:34

I don't think the advert is breaking the law. They're advertising the advice section of their website. It is a bit tricksy though, obviously a way to get round not being able to advertise directly to parents of newborns. I think it's a loophole though.

BlooferLady · 09/04/2011 18:37

Oh and (sorry - shoulda got all this out in one post) - I asked my Mum about this (I'm TTC, so think about this stuff a lot).

She had 5 children in the 60s and 70s and we were all BF. I asked her how she would have felt about not being able to BF and she looked at me as if I were quite, quite mad and said "Well there is formula you know". The notion that a) anyone would lacerate themselves with guilt over a 'failure' to BF was totally new to her, and b) she had no interest in judging are censuring women for other choice.

stoatie · 09/04/2011 18:37

"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."

Midwives and Health Visitors are actively discouraged from using products with company logos on because it is subliminal advertising. In fact if their Trust has or is going for BabyFriendly status and are seen with such products they would be in big trouble!

MsScarlett · 09/04/2011 18:40

I totally agree bloofer. Everyone is aware that breast is best, but formula is an alternative to breastfeeding that is quite frankly not going to kill them!

TrinityIsABunnyMunchingRhino · 09/04/2011 18:50

no not going to kill them but just not he ideal at all

so bm should be persued properly...

tiktok · 09/04/2011 19:05

Wanting formula to be marketed in an ethical way is not to imply that using the product kills babies. In fact it's not actually a comment on the safety or quality of the product at all. It's nothing to do with 'making' women feel guilty about using formula - and although I have seen a few posts on mumsnet which actively judge women for using formula, and make really ignorant and designed-to-hurt (I think) comments, these are inevitably jumped on pretty damn quick.

I know some women do feel churned up about using formula, and conflicted (this is not everyone though) and judgemental posts may well contribute to this - but maybe, the guilt (misplaced as it is) comes from inside them, from a natural disappointment at breastfeeding not working out and a profound wish that they could breastfeed if only it did not hurt so bloody much/they felt their baby was happy/getting sufficient etc etc.

strandedbear · 09/04/2011 19:24

This reply has been deleted

Message withdrawn at poster's request.

MarianneM · 09/04/2011 19:52

I second tiktok's excellent posts.

Do some posters really think that advertising has no influence over people's lifestyle choices? The majority of women in the UK formula feed their babies, and there are many women who don't even consider breastfeeding because they are uncomfortable with it or lack confidence - so surely formula does not need any more advertising? Isn't the very fact that more and more women formula feed down to effective advertising since the 1960s when apparently the official line was that formula milk is better for your baby than breastmilk?

It's sad that even in this very moderately worded thread (as it started anyway) people are already talking about BF bullies etc.

inanna12 · 09/04/2011 21:35

thing is...it's part of the rhetoric of the formula companies to tell us they're supporting choice, providing mothers (/parents) with choice. but actually, formula - particularly formula-pushibg - actually erodes the culture of breastfeeding. therefore, while i think we should support mothers' choices, simply cos parenting's a hard enough job without being made to feel shit by your peers, surely most people who "choose" to formula feed are in fact really hapless victims of clever, subtle advertsing. those of us who claim to have made an "informed choice" and have plumped for formula; have we actually just internalised the messages of adverts like these? it's gotta go! report it!

Ryoko · 09/04/2011 21:39

Who cares, people can chose how they want to bring up their kids any way they like.
busy body, don't see you moaning about the Pettit Felore or what ever it is adverts, going on about strong teeth and bones (yeah and a load of fat and sugar).

inanna12 · 09/04/2011 21:44

i do actually

lazygaze · 09/04/2011 21:48

Is there any TV adverts promoting breastfeeding?

Ryoko · 09/04/2011 22:01

Why the hell do you need "adverts" promoting breastfeeding? thats like having "adverts" to promote having a piss, it's a body function.

Adverts are for selling goods anyway, you mean public information films and no one watches them as they are nanny state crap that treats us all like idiots.

GiddyPickle · 09/04/2011 22:10

This reply has been deleted

Message withdrawn at poster's request.

sausagesandmarmelade · 09/04/2011 22:13

Couldn't care less. My daughter was fed SMA Gold from (near enough) birth and I couldn't give two hoots.

Didn't harm her.

Damned good stuff in my opinion.

Why shouldn't young mothers be educated on good formula's?
BF is not suitable to all, however much support is given.