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Infant feeding

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

Original poster

SMA advert - blatantly promoting formula for newborns?

39 replies

kingprawnjalfrezi · 08/01/2009 21:00

Does anyone else think the recent tv advert for SMA milk flouts restrictions on advertising formula for newborns? In particular the man in the advert promises to do his 'fair share of night feeds'. The advert does not mention the type of milk it is advertising and the product is flashed up at the end but I get the impression that they are trying to get round the restrictions by being ambiguous. I have complained to the ASA but have not as yet heard back.

OP posts:
27 · 08/01/2009 21:06

I agree with you. I think this is a fairly old advert though, that has been complained about a lot, so if it is still showing then the ASA must think it is OK.

wenceslasmyeducation · 08/01/2009 21:14

It's awful isn't it? Like my husband is a twat because I don't have enough baby-free time to do gardening.

thumbwitch · 08/01/2009 21:16

this ad has been around for at least a year.

TheButterflyEffect · 08/01/2009 21:17

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bubbleymummy · 08/01/2009 21:19

I must dig out the info I read about what the advertising restrictions for formula were -any quick links appreciated! I think I remember reading something about not being allowed to put pictures of babies on the boxes but when I was shopping the other day I noticed that Cow and Gate had pictures of babies all over them - I meant to check it out further but I haven't got around to it yet...

becka1 · 08/01/2009 21:36

I think thats good they have the man saying he'd do his fair share of night feeds! Thats was one of the reasons I chose to ff from birth and my husband stayed true to his word meaning we both had the benefit of feeding her and rest to look after her when awake

pinkmagic1 · 08/01/2009 21:40

Advert dosn't really bother me. I think the vast majority of women are intelligent enough to realise breastfeeding is the best option if at all possible and a silly little advert isn't going to sway them.

wenceslasmyeducation · 08/01/2009 21:44

You'd think so wouldn't you? But then I expect the advertising industry wouldn't make the millions of pounds it does if they didn't work.

AnarchyAunt · 08/01/2009 21:46

Thats quite naive tbh, the companies are well aware that their advertising can affect the choices parents make about how to feed their baby. Thats why they spend lots of money on advertising.

bubbleymummy · 08/01/2009 21:53

Yes, I would have thought the Dad 'sharing' the night feeds was blatantly undermining bf and planting ideas in mums heads so when the baby is waking them during the night to feed and they're tired they start to see the appeal and voila!

pinkmagic1 · 08/01/2009 21:54

If you want to breastfeed and you can, I honestly don't think an advert would make the slightest difference. The adverts are effective I'm sure, in encouraging people who can't breastfeed or who are adamant they don't want to, to choose one brand over another.

wenceslasmyeducation · 08/01/2009 21:59

It's also part of the bottle-feeding culture we live in though, that it could be considered a normal thing for a father to 'do his share of night feeds'. DH has never done a night feed.
It all goes to undermine breastfeeding in our society.

27 · 08/01/2009 21:59

But if you want to breastfeed and you are struggling then the advert might not be helpful.

edam · 08/01/2009 22:00

That's the line tobacco manufacturers used to use to defend advertising cigarettes. "Oh, no, we aren't encouraging anyone to start smoking, just to choose our brand if they already do." It was bollocks then and it's bollocks now.

thisisyesterday · 08/01/2009 22:01

of course it makes a difference.
there are people on here who have said before that they formula fed because in their family it was the "norm" and if they'd been better informed they may have breastfed.

adverts like this reinforce to people in situations like that, that it IS the norm. after all, you aren't going to see an advert for breastfeeding are you? so you have nothing to compare.

it DOES make a difference and it's naive to think it doesn'/t

follow on milk was produced specifically to get round teh ban on advertising first milks. they do it because it makes a difference.

Original poster
kingprawnjalfrezi · 08/01/2009 22:12

Didn't realise ad had been around for a while - probably noticed it because I'm BF at the moment. Going well now, but think an advert like this might influence mums in the early difficult weeks. Also think it might be aimed at men - making them feel like they are not doing their bit if they don't help out with the feeds. I have come across a few women who chose to formula or mix feed so their partners can have a go and this advert reinforces that idea.

OP posts:
TheButterflyEffect · 08/01/2009 22:25

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TheFallenMadonna · 08/01/2009 22:31

Apparently, "no reasonable person" could think that the babies were under the age of 6 months, according to the ASA adjudication.

Original poster
kingprawnjalfrezi · 08/01/2009 22:40

Most babies over 6 months don't need feeding at night - in my limited experience anyway!!

OP posts:
MrsBadger · 08/01/2009 22:53

tell that to my 17mo...

thumbwitch · 08/01/2009 22:55
  • my 13mo too, MrsBadger!
kathryn2804 · 08/01/2009 22:59

I have to turn over when it comes on, I can't watch! It's definitely as close to the line as they could have possibly made it. And hubby 'doing their share of the night feeds' definitely hints at newborns. By the time they are over 6 mths everyone realises it's just easier to put them on the breast and go back to sleep, it's usually only a couple of times a night,better not to get up, sterilise, wait for bottle to heat up etc etc etc! The baby on the advert is obviously over 6 mths, but the advert is plainly promoting fathers to bottle feed earlier than that. I think the ASA have been very short sighted.

Habbibu · 08/01/2009 23:01

It's the "I promise" bit that says it's newborn or about to be born to me - why would he start promising this at 6 months?

Original poster
kingprawnjalfrezi · 09/01/2009 10:43

Very good point - its definitely the use of 'I promise' that infers it is about a newborn.

OP posts:
MamacitaGordita · 09/01/2009 11:31

Very good point indeed Habbibu- it's a very emotive advert and I do agree it's as close to the wire as they could go. They ain't stupid that lot!!