Advert with 'I will do my share of the night feeding'

[becstarlitsea]

Okay, I'm still smarting from complaining about the last set of formula ads on TV and all the flippin letters from the ASA to patronise me explain why my complaint wasn't valid.

But has anyone else picked up on this TV ad with the Dad standing in the kitchen heating up a bottle saying 'I will do my share of the night feeding' (or somesuch words - they probably worded it more carefully than that...)

My gripe is - although they show follow-on formula at the end and have the teeny tiny writing at the bottom as required by law... Aren't most babies over 12 months sleeping through the night without needing a night feed? I know some babies over 12 months have a night feed, but surely they are implying a younger baby here?

What do you think?

In which case, what in particular do you feel you have learned that has been helpful from the current selection of formula TV adverts aired over the last year, sleepless?

Can you pinpoint some specific information that is valuable from the adverts you've seen?

no i can't,because i breastfed my children so they've not really had a major impact in my life nor have i paid that much heed to them.
I don't really think that even if you spent a billion pound a year on breastfeeding support you would have a 100% breast feeding rate.
Some people don't want to,some people try and think it's not for them-each to their own-i just wouldn't have thought it was worth getting aerated about as SOME people will not consider breastfeeding regardless of what is banned in terms of advertising. If the adverts lie then that is a different issue btw.

So you haven't noticed the ads. So how can you comment on the discussion?

You even think the debate is about getting 100 per cent bf rate. It isn't.

Yet from this position of virtual ignorance, you feel impelled to throw in your comments, informing other people that it is not worth getting 'aerated'.

Thank you so much. What a great contribution.

And yes, the ads do lie.

In which case, what in particular do you feel you have learned that has been helpful from the current selection of formula TV adverts aired over the last year, sleepless?

tiktok, i was replying to that question which is 'i've not really had an enormous reaction one way or the other re the ads.'
I've seen them and don't understand how others are getting wound up about it.
You really do come across as sanctimonious in a lot of your posts you know tiktok.
You don't have to be rude and call me ignorant-it's mildly offensive and detracts from all the good you do do encouraging mothers to continue feeding their babies.

I did not call you ignorant, sleepless.

I described your position as being one of 'total ignorance' meaning your level of knowledge was zero (you said yourself you had not paid any attention to the ads) and you misinterprted the debate as being centered on 'getting a 100 per cent bf rate'.

As for rudeness, yes, I'll be snippy when I think people bloody deserve it - when their contribution to a discussion thread is rude (as yours was - wondering why people bothered to get 'aerated' about the issue, which dismisses people's strong feelings) or if they clearly have not understood the thread. You scored on both counts

"Encouraging mothers to continue feeding their babies" is part of what I do on here, fair enough, but part of that is being able to be snippy with posts like yours

'Sanctimonious'??? Moi? Definition : "Making a show of being morally better than others"...don't think so!

Sorry - I had to come back to this and say that I have never seen Tiktok be sanctimonious here on Mumsnet, she is clearly very well informed when it comes to infant feeding, and I find all of her posts to be helpful, informative and absolutely non-judgemental. Imo she is very pro bf but not in a way that runs down anyone who doesn't want to bf.
I am a peer supporter and imo if all bfing support was like Tiktok's I think we would be in a much better position with regards to bf in this country.

Aw, thanks

Well it annoys me, because if people come on here and criticise you it might lead to you one day thinking "sod this, I'm not going to bother any more" and then loads of new mums would be worse off! (I have seen this happen on other forums - people take offence at silly things and then the most knowledgeable leave). Of course anyone should be able to be criticised on here if they deserve it ;) but I absolutely do not think you do! All I have seen you do is help people on here.

It's a very very clever ad. I've watched it numerous times and there isn't anything on the face of it that is would be in direct contravention of the ASA code of practice.

But, as some else posted earlier, the, 'I will do my share of the night feeding...' is something that a father would say either before the baby is born or in the early days/weeks, not after 6 months, when some babies are sleeping better anyway.

It's a very slick piece of advertising, and no doubt they did market research about night feeding/fathers involvement being high on the list of new mothers issues.

Still hate it though.

That's kind of you, goingnowhere - I admit to talking back when people are bone-headed and/or rude but I hardly ever take offence or get upset, 'cos it's only the internet, yer know so don't worry.

Anyway, highjack over, it's not about me