SMA advert - blatantly promoting formula for newborns?

[kingprawnjalfrezi]

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.

It's not just the night feeds thing, it's the promise not to say that his mother thinks she's holding the baby wrong! I mean, how many babies need holding properly at 6 months plus? You just kinda prop them on your hip!!

It's not a new advert, though (I know 'cos we had this thread last year). Agree almost all of the "promises" seem very geared towards newborns.

On the subject,

Is the guys mum Pam from Corrie or is it just me?

Oh and yes we have been talking about it for many moons now If I remember rightly when I was pregnant 3 years ago there wasn't any ad's ata ll either that oir I just didn't notice LOL.

Have the restriction s been loosened since then.

Another good point well made Stretch. Can't see how this ad got passed by the ASA really. I would be interested in hearing their reasoning.

IIRC they felt that "no reasonable person" could think that it applied to babies under 6 months old.

I think the ASA must be a load of middle aged men in suits who have no idea what babies are like. That, or there are a lot of backhanders taking place!

Thing is with advertising, the best sort, it doesn't jump out at you immediately. Esp if the product doesn't apply to you. It seeps into your consciousness gradually.

(for example, I don't need incontinence pads and don't take any notice of the adverts, but always hear people taking about the brand tena lady as if it were the only brand, IYSWIM? Like sellotape, that's a brand, not the name of the product. The product is really adhesive tape. Am I making sense?? So those middle ages men may not realise it!

Grrr, I have verbal diarrhea!! I missed out the ) at the end too!!!

And another thing! (Can you tell I've been watching too much daytime tv?)
'Not intended to replace breastfeeding' - perpetuating the myth that breastfeeding is only for the first six months. grrr...

Good point OP about the words "I promise" - why would you promise if the night feeds were already happening?
IT's obviously a dad-to-be making promises before the birth as surely any reasonable person would see. Obviously the ASA (almost put SAS there ) don't understand that

Oh yes, aptamil are bad for that "When you decide to move on from breastfeeding..."
obviously you have to! Sooner rather than later and all that

I think aptamil adverts do stay within the restrictions though - probably because aptamil seems to be used more by breastfeeding mothers who want to do a bit of mix feeding or move to formula when they go back to work etc. I think SMA really tries to get the newborns and to be the most widely recognised name which is probably why their marketing is a bit close to the wire.

kingprawn, aptamil is just as bad as anything else for breaking the rules. In the past they have run double page ads advertising an ingredient...which (who'da thunk it?) only appears in (guess which?) aptamil. This may have ceased since SMA was found guilty in court of the same offence.

Aptamil makes claims which are not permitted under UK law.

Sometimes, a breach in the law is complained about and it is upheld, and all that happens is that this particular bit of marketing ceases. As companies change tactics and campaigns all the time, I suspect this is not a big deal for them.

You can read more about formula, inc. aptamil, and its trangressions of the UK law here:

www.babyfeedinglawgroup.org.uk/

Virtually all UK formula marketing transgresses the WHO code, of course. But this is not law in the UK.

Can I add an extra [hollow laugh] to the person who said that most babies don't need a night feed after 6 months.

15 months and counting...