Lady I can see what you mean about the use of the word normal, my issue is if it not best then is it worst? I feel they are playing on wwomen wanting to provide the 'best' for their baby. Would the public look at someone bottle feeding and subconsciously see that as not the best. And I guess really we maybe shouldn't go in for use of these descriptions in the first place.
However, I'm with Indith on the inconsistencies. Basically in the health service with in the bounds of their job, no hcp can do anything to promote formula feeding, or anything to discourage breast feeding. This includes showing someone how to make up formula. Now we all know it happens, I've been told to stop BFing by GPs and a consultant, and there are loads of examples of well meaning hcps telling mums how to use formula. The problem is the information they give out is not regulated or monitored. I know of cases of MWs telling new mums to make up milk for a day old baby using bottled mineral water. These hcps can only draw on their own experience, to give out information. Also there are cons to ff and these are not given to women in a even unbiased manner, the information can be found on websites, yes, but some of these websites can be so pro-BF as to be intimidating. On the flip side they can come from websites hosted by the companies who would profit from the sale of formula. Not really going to be very unbiased, this is an.industry that fought tooth and nail not to have to provide a warning on their labels that formula is not sterile.
Basically I believe if we just provide all the information in a sensible way, and not assume that women are dim wits we will have the higher BF rates that the govt wants and happier mummies and babies. I also believe there would also be less stigma around bottle feeding and breastfeeding in public as a result.
Unfortunately there is a tradition of believing that women are too dim witted to make decisions about our babies. The famous Dr Donald Winnicott, was the first to recognise that breast feeding was important, and that indeed the first 2 years of a child's life is incredibly important to their development into a good citizen. However, he believed it was too important for mere women to be responsible for this period. So he set about making rules for BFing 'correctly' and providing leaflets to mothers on how to bring up there children. The beginnings of the parenting books and the end of using our instincts.