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Original poster

Should formula milk advertising be completely illegal

352 replies

Reallytired · 07/08/2007 15:58

news.bbc.co.uk/1/hi/health/6933188.stm

I think so. Mums who need to use formula, are better off getting advice from health professionals rather than advertising.

OP posts:
berolina · 07/08/2007 21:58

NB, the question is why they don't do it for very long.

I spent the first 4 weeks of ds's life very reluctantly mixed feeding, after the hospital managed to derail my bf in spectacular style. And my eminently down-to-earth, pro-bf and sensible MW recommended - Aptamil. She had definitely been Advertised To. At that time, Milupa ran an Aptamil follow-on milk ad in Germany with two identical pictures on each side of a two-page spread, of a baby being held; in the first one the baby was being bf and had silvery lines snaking round it (meant to symbolise 'protection'), in the second it was having a bottle and the lines were made up of the word 'Aptamil'. caption: 'And after breastfeeding, Aptamil goes on protecting' (or something). Although it was teachnically follow-on milk being advertised, the implication couldn't have been clearer. Someone in my position, struggling with breast refusal and arduous expressing, who hadn't read up, might well have been directly or subliminally influenced.

We were lucky enough to get the bf back on track and were able to exclusively bf after the first 4 weeks. I'm certain it would have been PND for me if we hadn't. Despite all the closer-to-bm messages.

NadineBaggott · 07/08/2007 22:07

A lot of women don't continue because they think 3/6/8/12 months is enough or some suffer so much that there comes a point where they say 'enough is enough'.

Of course others persevere and good on em but I'm saying lots eventually turn to formula but I din't think the advertising has anything to do with that, we all know it's out there is just the choice of brand.

moondog · 07/08/2007 22:10

There have been a spate of women on MN recently asking what formula people change to at 6 mths only for others to point out that they don't need to.
A lot of them are genuinely surprised by this revelation.

berolina · 07/08/2007 22:11

But NB, for many women it's not just a situation of ff brand competing with ff brand - there is often at least a phase of ff competing with bf. Bf is not a product as formula is. And I don't think chucking advertising budgets at bf is going to help (much) either, because we have got to the state where all sorts of cultural 'odds' are stacked against bf. 'Breast is best' seems to me to be an attempt at 'advertising' bf that does not take into account any of these other factors.

NadineBaggott · 07/08/2007 22:15

that may be true moondog but are they looking to change to formula at 6 months because they've seen an advertisement or because they think 'the time is right?'

hunkermunker · 07/08/2007 22:15

90% of women who stop breastfeeding in the first six weeks really don't want to stop.

That's criminal, IMO. WTF are we DOING in this country that we are letting them and their babies down so badly? I'm not talking about women who don't want to breastfeed, I'm talking about the ones who desperately do and don't have the support to do so.

Formula manufacturers spend almost £20 per baby born advertising their product. I think the Government spends 80p.

However, if the Government spent £20, you can bet that the formula manufacturers would spend £50. They need to protect their profits.

There's no money in breastfeeding (yes, yes, breastpads, etc, etc - I know) - that's the sad truth. And in this country, that, sadly, is all anyone with influence really cares about.

hunkermunker · 07/08/2007 22:18

NB, women are usually told to breastfeed for the first six months by health professionals - and there's a massive push through Bounty packs and the like for women to use follow-on milk. Free samples, lots of marketing - I've had it all, since I signed myself up for it to see what the fuckers did

It's a constant bombardment.

NadineBaggott · 07/08/2007 22:20

So are you saying they don't really want to stop but they're struggling so they turn to formula and you say they turn to formula because of advertising?

I think I'd have to disagree if that was your argument - I say again, we know it's out there anyway, its the lack of support for bf that turns them to the bottle.

btw - your turn!

VeniVidiVickiQV · 07/08/2007 22:21

NB, what did you know more about with your 2nd and 3rd that enabled your choice, exactly?

WinkyWinkola · 07/08/2007 22:21

It doesn't really help with influential people like Jordan saying she's formula feeding and she couldn't care less what people think. That's a very defensive-aggressive stance. That type of reaction from formula feeders isn't what the breastfeeding lobby wants.

NadineBaggott · 07/08/2007 22:22

sorry was typing last response.

So right, now I'm with you, they get loads of stuff, freebies in hospital.

BUT if you're a committed breast feeder would it sway you?

VeniVidiVickiQV · 07/08/2007 22:22

What's a committed b/feeder jools?

NadineBaggott · 07/08/2007 22:25

vvvvvvvvvvvvqv

dd was a poor feeder whether that was to do with SMA (that tasted crap ) or she was just a picky little so and so - always was with food.

So my knowledge extended as far as knowing SMA tasted foul but I've told you I was never really up for bf and it was never a big issue with anyone.

moondog · 07/08/2007 22:26

I was a committed breastfeeder because I thoroughly research most decisions I take and twas obviously a no brainer.

Also living 18 years of my life in a developing country and seeing the havoc wreaked by aggressive formula marketing may have swayed me just a little.

i don't think there are many women like me in this case.

NadineBaggott · 07/08/2007 22:26

this is like 20 bloomin questions.

To me a committed bfer is someone who knows from the off they want to bf and will do their utmost to be successful.

berolina · 07/08/2007 22:26

You can be committed to bf and still thrown by the problems that can occur. I naively assumed bf would happen naturally and was more or less railroaded into topping up in hospital, still dazed by a 2-day labour, difficult birth and the whole post-natal 'experience' . Then when we got out (ds was jaundiced), he started refusing my breast and I was crap at expressing. I hated giving formula, but there were moments when I did think 'I'm not going to make it, am I? Should I give up?' Not wanting to overdramatise, but they were genuinely dark moments.

Formula companies benefit from people ff (as opposed to bf) in the first place, i.e. being in their market - then there is the chance to compete between brands for their custom.

hunkermunker · 07/08/2007 22:27

They don't want to stop. See threads on here for proof of that.

But when there's a product that's "just as good" "almost the same as breastmilk" "dad can do the feeds" calling to them from their kitchen (because they bought it "just in case breastfeeding didn't work") and there's pressure from others who believe the adverts (again, see threads from eg mums struggling with their MILs and DHs ganging up on them to stop bfing) - it takes strength and support not to give in.

I wish DS1 posted on here - he's just started saying "You're absolutely right, Mummy"

(Btw - your turn, surely? FEZ )

moondog · 07/08/2007 22:27

Tiktok reckons that chief market for follow on is women switching from breastfeeding.She rdckons most who formula feed from the off, stay with 'regular' stuff or switch to ordinay milk.

Original poster
Reallytired · 07/08/2007 22:28

Prehaps we need to look at countries like Norway which are much better at supporting breastfeeding mothers.

Getting rid of formula adverts is way reducing the strong bottlefeeding culture we have in this country. There would be less need for things like breastfeeding week which understandably make bottle feeding mums feel cr@p.

How does a lack of adverts for formula make a bottlefeeding mother guilty?

OP posts:
expatinscotland · 07/08/2007 22:28

No, I don't think it should be illegal.

NadineBaggott · 07/08/2007 22:30

Why am I on this thread?

But also they may hear from women who have successfully formula fed and see for themselves (superficially I'll grant) that ff children do appear to be remarkably healthy - what I'm saying again is that I don't think formula advertising has that much of an impact but maybe tht's because I'm not swayed by advertising generally

right I'm off or I'll be here until midnight.

hunkermunker · 07/08/2007 22:30

Those who don't think it should be illegal, do you think that ALL formula should be able to be advertised, or just follow-on?

VeniVidiVickiQV · 07/08/2007 22:30

oh i see. i though you had some special secret knowledge way back in the 70's that most of us still dont know today

Because, well, you know - the formula companies wont tell us the truth

Being committed means diddly squat when you've got sore boobs and have done for 5 weeks, have had no sleep for over 5 weeks, and you have a baby who has been crying for approximately 5 weeks....(can you tell I am speaking from experience? )

hunkermunker · 07/08/2007 22:31

If it made no odds, they'd not spend £20 per newborn baby doing it.

VeniVidiVickiQV · 07/08/2007 22:32

Not swayed by advertising?

Sorry, did you just say "pentapeptides"?