Tiktok I don't think those posters are indoctrinating, - now, after having mixed fed no.1 and exclusively bf no.2, but pre baby 1 I did.
It doesn't really matter whether they are or not, the point is the perception of the new mother to be and her partner.
I'll try very hard to remember my feelings at the time, which is hard because my feelings now are poles apart from my feelings then, when seeing them for the first time.
I think part of the problem is that people are becoming more and more cynical about medical advice, and a perceived 'nanny state', therefore any advice coming from a government run, poorly funded, cost saving health service needs to have their motives questioned. (Dunno why this doesn't apply to commercially sold formula, but it just doesn't seem to).
I think it also has to be taken in the context of maternity services. Most women are scared sh*tless at the prospect of giving birth and try to retain as much control as they can when facing the unpredictable. We have midwives telling us what we should and shouldn't be doing is a challenge to our sense of control too.
I think the feeding issue can become one area where a woman takes back some level of control after the birth.
If I'm right about this then bfing needs to feel absolutely the decision of the mother, for herself and her baby, and NOT because the maternity unit is promoting it, mws refusing to discuss ff as a matter of course or because during pregnancy there is an awkwardly enforced assumption that a mother will breastfeed.
Of course it needs to be promoted however, but in a more logical, factual, information based and non-judgemental way.
I felt the posters in my maternity unit were trying to force and guilt me into bfing, and my initial instinct was to rebel. (even though, now, as a bfing advocate I really don't see those posters like that)
Ramble - sorry, but hopefully you get my point.