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Infant feeding

Get advice and support with infant feeding from other users here.

Original poster

Anyone seen those NHS breastfeeding adverts on TV?

28 replies

mamadoc · 14/01/2008 10:41

Good on them for trying but a bit disappointing really.

Saw one on 5US last night whilst feeding my CSI addiction.

Two young women sitting on park bench one very obviously pretending to bf a very obviously plastic baby. Dialogue was very stilted and twee too and it all felt kind of stuck in the 80s. I can't imagine it influencing anyone positively.

Seemed like a missed opportunity. Why not show someone really bf a real baby or at least have real women talking about their experiences.

OP posts:
Elasticwoman · 14/01/2008 11:38

No, but those awful formula adds need to be countered! That one on Ch 4 implying that new dads who really love their wives will help out with night feeds makes me want to vomit. New dads who really love their wives will do the housework or get some one else to do it and support their wives' breastfeeding!

In fact now I come to think about it, that add is seriously against the WHO code.

PortAndLemonaid · 14/01/2008 11:55

This (from New Zealand) is a print campaign rather than television, but I think is more the kind of thing we need.

The SMA ad is technically for follow-on formula from 6 months, so does that still breach the WHO code? It is a bit crap, mind, as most of the stuff he's on about isn't such an issue after 6 months, so a general "SMA is good and lets fathers help out" message is what's likely to be taken away from it. I bet it stays within the letter of the rules, though.

Original poster
mamadoc · 14/01/2008 12:00

I've seen that formula ad too. The contrast of the two is just embarrassing. I know the NHS doesn't have the same budget but the formula ad has real (definitely

OP posts:
BellaBear · 14/01/2008 12:01

PortandLemonaid - was that meant to be a link to Lucy Lawless' website?

BellaBear · 14/01/2008 12:01

Couldn't see the breastfeeding ad

TheIceQueen · 14/01/2008 12:03

Port - perhaps you'd like to come and see my (lovely) DS3 - where most of the stuff in the SMA is still very valid......and he's 7 1/2 months

PortAndLemonaid · 14/01/2008 12:09

It was meant to be, and in fact is (just double-checked it), a link to the New Zealand Women's Health Action campaign for World Breastfeeding Week in 2001, which did feature Lucy Lawless (looking one heck of a lot better than I've ever looked while breastfeeding, but I shall magnanimously forgive her that ). Accompanying article from Women's Health Update magazine is here.

According to... umm, hunker? or someone on another thread, anyway, the formula manufacturers normally do cast babies who are six months (because they can definitely get into trouble if they can be shown to be using babies under six months in adverts for follow-on milk), but in a massive coincidence that clearly is totally unrelated to attempting to get around the Code find babies who look younger than they actually are.

TheIceQueen · 14/01/2008 12:13

that doesn't look like a very comfortable position for bf'ing in

PortAndLemonaid · 14/01/2008 12:13

I carefully said "not such an issue" rather than "not an issue" . At 7 months DS was still waking 3 or 4 times a night... but at 7 weeks he just wasn't bloody well going to sleep in the first place

BellaBear · 14/01/2008 12:14

I think my computer must have automatically forwarded to a list of Lucy's performances for the next year! How bizarre

VeniVidiVickiQV · 14/01/2008 12:15

I havent seen them. But DH and I had a rather heated discussion about the SMA ad yesterday evening

Original poster
mamadoc · 14/01/2008 12:17

The thing that made me think that baby was younger is how floppy it is when she lifts it up. My DD is tiny and hairless and at nearly 9mo looks a lot younger. Perhaps there is money to be made....If only it were not against my principles

OP posts:
Elasticwoman · 14/01/2008 14:53

I have complained online to Ch 4 this morning about SMA ad. They said that all their ads are passed by the Advertising Standards Authority so if I want to complain I should contact them. They didn't give an email, but contact details given are

The Advertising Standards Authority
Mid City Place
71 High Holborn
London WC1V 6QT

phone 020 7492 2222
fax 020 7242 3696
textphone 020 7242 8159

The point is that they have gone against the spirit of the WHO code by implying that it's a younger baby.

The disclaimer that SMA is "not intended to replace breastmilk" is particularly annoying because that's exactly what it's designed to do.

The whole thing sabotages breastfeeding from the start. If existing rules are not enough to get this ad banned, then the rules should be changed.

PortAndLemonaid · 14/01/2008 15:21

ASA page on how to complain electronically -- but it does say they've been having problems so are encouraging people to complain by post at the moment.

PortAndLemonaid · 14/01/2008 15:23

Actually, I misread that you can still complain online (follow link above) it's scans of ads etc. that they need sent by post if you are sending them.

andiemustlosehalfastonemore · 14/01/2008 15:25

sorry ladies to piss on the parade but some of us complained when it first came out and I have had a letter saying it doesn't break the code and the ASA are satisfied it is ok

evenhope · 14/01/2008 15:26

I complained about the SMA ad. No point because they have covered themselves and ASA say it isn't in breach (Because it has an onscreen announcement for 2 seconds that it isn't intended to replace breastfeeding, and a short shot of a beaker...)

FioFio · 14/01/2008 15:29

This reply has been deleted

Message withdrawn

claireybee · 14/01/2008 15:31

I think the SMA ad is actually quite a good advert for breastfeeding-or at least the bit where he is yawning in the kitchen waiting for the kettle to boil is-everytime I see that I think thank god I can just whip out a boob!

Haven't seen the bf ad but it's a shame if it isn't well done.

Original poster
mamadoc · 14/01/2008 15:44

I'm starting to imagine I must have dreamed seeing that NHS ad. I have been very sleep deprived lately...

OP posts:
TellusMater · 14/01/2008 15:49

Yep. The ASA have investigated the SMA ad and found it not to be in breach of regulations, and "no reasonable person" could think it referred to babies under 6 months .

TheIceQueen · 14/01/2008 15:50

well I have to say seeing as the ad says that it's for babies over 6 months I'm not sure how any "reasonable" person could think it refers to babies under 6 months Confused

NoIHaventChangedMyName · 14/01/2008 16:04

if it is on about getting up in the night it was my understanding that FF babies didn't wake in the night after about, ohhh, 4 days old?! So the ad must be aimed at younger babies if the dad is promising to do night feeds.

TellusMater · 14/01/2008 16:07

I thought some of the babies looked rather young. And the night feeds stuff. But it's fine. I am unreasonable .

TheIceQueen · 14/01/2008 16:09

but night feeds are normal - honestly - FF babies really do still have night feeds after they're 6 months old (well at least I dont' think I'm imagining DS3 waking up ).

I am a hopeless judge of babies ages.......possibly something to do with the fact that all of my DC (especially DS3) look WAAAAAAAAAY bigger than their actual ages so all other babies of similar ages look miniscule in comparison LOL.