Parents penalised for formula feeding

[thechristmaspudding]

I just wanted to open up a discussion to find out the perspectives of other parents on this subject. I would also be interested to hear the opinions of midwives, health visitors and other health care professionals involved with families.
To give a bit of background information, I am a member of the Boots parenting club, which has many parents are likely to be aware gives you access to discounts and offers on baby related items in store. I went into my local boots today to buy my son's formula, hoping to get a good deal as I had been notified of an offer in store. Now, in my sleep deprived state I did not read the offer properly and it did clearly state that it was an offer for follow on formula and not infant first. The cashier was very polite and explained that due to government regulations shops are not legally allowed to offer discounts on infant first formula due to the government expectation that breastfeeding should be encouraged for the first six months. To be clear, I am not taking issue with Boots or any other shop, but it got me questioning whether this is fair? No, I do not believe that formula companies should be able to dissuade women from breastfeeding through aggressive marketing campaigns that encourage parents to buy their product. But surely parents have the right to weigh up the pros and cons of bottle feeding and make an informed choice that reflects the needs and circumstances of their own family? I tried really, really hard to breastfeed but found it extremely difficult and due to a lack of postnatal support gave up (the inadequate breastfeeding support in this country is another issue in itself). This is something I still regret and struggle with. However, my personal experience aside, formula feeding is a valid choice to make whether parents decide to feed this way from birth or at a later stage.
I also remember watching an episode of dispatches a few years ago on how due to the cost of formula many families resort to watering down their baby's feed or even to stealing. This is a situation that is likely to have worsened as a result of the cost of living crisis.
So my question is, AIBU in thinking that it is wrong to penalise bottle-feeding parents when it comes to the cost of formula?

If formula didn’t exist some babies would die that’s the reality not that everyone would just breastfeed

This.
Formula is ridiculously expensive though. But that's not a new thing

Our children are adopted, it is recognised by SS in our area that formula is very expensive, due to this we were given vouchers we could use to buy any formula until our daughter turned one. Some shops tried to turn them down, despite them very clearly stating that first milk was covered by them. I don’t know if there are similar schemes in other LAs.

@Merseymum992 How would you feed babies in LAC?

You don’t have to pay to breast feed, do you? Some of these comments are beyond facile.

I completely agree with you @thechristmaspudding. I’m beyond shocked that food banks don’t take baby formula, that’s just appalling.

@Merseymum992 Comments like that helped push me further in to post natal depression. Fed is best for babies, it doesn't matter if it formula or breast and all the sacrifices and pushing through isn't always possible.

Lots of things are better for children that we’re not penalised for. Surely any snack products and any processed foods shouldn’t have offers as really kids should be just having whole grains, dairy, a lot of veg with a little organic meat. Most tech really shouldn’t have offers as screen time too has proved to be detrimental, highly perfumed non natural toiletries,….

As the mum of teens can I just say formula makes f*k all difference and actually is pretty much the smallest parenting choice you spend thinking over further down the line .It’s laughable the things you end up worrying about as parents in comparison.

The laws were made because formula companies just can't be trusted. Some of the tactics employed in the past here and currently in third world countries are beyond shocking.
Formula companies will abuse the trust in them if given the chance to discount, advertise and offer free samples.

You are not being penalised. The price is the price, they are not charging you MORE.

The law is that promotions and discounts are not available on first stage formula, and that includes getting clubcard points on it, or using clubcard points to pay for it. This has been the case for at least 20 years.

I'm kind of on the fence here. On the one hand, you're not being penalised as such because loyalty points and the like are marketing really - it's not like there's a guarantee you'll get points or be able to use them.

But still now that every blessed shop has got two/three tier pricing, you kind of have to have a loyalty card to pay a fair price ie you have to sell your data. And given you've sold your data, why shouldn't you get the benefit of that for a necessary item (I'm not interested in the virtues etc of formula here, it's necessary for a baby who isn't breastfed for whatever reason)? I totally get it not being on three for two and all that daftness, it needs to be a steady price. But it does seem a bit daft that you get points for a bottle of tequila but not for a bottle of milk.

The idea that women can't make a decision based on their personal choice versus marketing is frankly insulting.

It’s not insulting, it’s reality that marketing works. It increases sales by convincing people to buy their product. Women are not immune to marketing.

What a horrible post!

I breastfed all 3 of my kids. It wasn’t hard for me - they all latched well and I had no problems with supply - hence I was able to continue for as long as I wanted. If I’d had inverted nipples, low milk supply, a baby with a tongue tie or any number of reason why breastfeeding can be challenging, and no or inadequate support, I probably wouldn’t have made it through just like the many other mothers who give upon the first few weeks. I really think you should check your privilege @Merseymum992

I do think it’s stupid you can’t get any offers or points on first stage formula.

I was so thankful when I was able to get ds’s formula on prescription as it was £30 for 450grams!!! (It was a complete milk free based formula)

I think it’s ridiculous - the vape shop down the road from me offers some sort of loyalty scheme that gets you money off vapes ffs.

Do they really think people will choose to formula feed just to get some Boots advantage points - bearing in mind they wouldn’t be running at a net profit.

I understand the issues in developing countries but that’s not relevant to someone in England being able to use a coupon.

Just makes it clear they don’t trust women to make their own choice.

You aren’t penalised. Everyone knows formula is exempt from sales and promotions.
In old days formula was promoted as better for baby - posters with jolly plump baby.
You can buy it just not be given free or 2 for 1 etc.
I mainly ff.

Just because it’s been this way for decades doesn’t mean it shouldn’t be challenged and the rules relaxed. I think most mums who ff would welcome the change. It cost us a fortune.

Nasty, nasty, nasty comment to mothers who have struggled with breastfeeding. Had I read this in the early days of my PND and not being able to breastfeed, it would have pushed me over the edge.

This! These comments took my breath away!

Oh shut up.

Agree that "fed is best" is a very low bar to aspire to.

Also makes me laugh that people confidently proclaim that THEY aren't affected by marketing/advertising, yet simultaneously fall for the ridiculous "closest to breastmilk" claims by the likes of Aptamil.

Agree that the formula companies constantly flout the law and push the boundaries with their "advice lines" and mums' clubs and posts on sites like this by a "feeding advisor" or using babies as young as possible in their ads, fed not sitting but laid back as with a newborn etc etc etc. It's insidious, give them an inch and they take a mile. So no, allowing even the slightest marketing on first stage formula will open the gates to all sorts of shoddy behaviour.

This is not a new debate that you have opened up, parents have been complaining about it, wrongly, for years.

Can’t you see that if parents were rewarded with points that equate to free money because they are buying formula, it would actually be breastfeeding parents that were genuinely penalised?

You aren’t being penalised for your feeding choice because no one is being rewarded for their feeding choice.

Well clearly you are aiming for the bare minimum of kindness…

I was born in a poor country, it was very common for babies to die as their mothers couldn’t feed them and it still is to this day.

But breastfeeding mothers are still saving money by not paying for formula.

If you look at it purely financially let’s say someone spends £20 on formula and gets £2 worth of points. They’re still £18 worse off than the mother who doesn’t need to buy formula.