While we are having a big discussion about ways to improve BF rates ...

[NotQuiteCockney]

Go to google and search for 'breastfeeding'.

One of the advertising links that comes up is for that milupa-aptimil site, with its breastfeeding advice .

Google have a fairly comprehensive advertising policy (no cigarettes, no hard liquor, no illegal goods). Surely formula should be on the list? Or at least only advertised when people search for 'formula'.

I've noticed that too NQC. You know I think there are a lot of these smaller things that could be addressed if we put the effort in. All of them put together could make a big difference.

Oh, the fuckers.

I will complain later.

I actually think that the Government should ban formula companies from having bf advice lines. It is the same as cigarette or alcohol manufacturers running quit lines, IMO.

NQC, I agree with you!
Most formula makers cleverly build in breastfeeding advice into their site, probably for that exact reason...that people will come across it when they search for BF...!
And of course often the advice is inaccurate, which makes it even worse...but then, I suppose they don't want women to succeed at bf, they want to sell their products...

I've emailed them. I think it's worth sending to babymilkaction too, actually.

Breastfeeding mothers are the very mothers the manufacturers want to reach.

The perfect mother to them is the one who wants to breastfeed and who then switches to formula.

Would-be breastfeeders keep their babies on formula longer than mothers who ff from the very start, who change to straight cows milk more quickly.

I suspect - though have not seen written evidence - that the would-be bf mother is in the market for more expensive 'premium' product, such as Aptamil.