For everyone annoyed with Milupa (but not with Mumsnet for taking an ad).
It might be worth putting your comments in writing to Trading Standards.
Mumsnet are not in the wrong but Milupa are with their advice which undermines breastfeeding to the extent that anyone reading their ad will have seen that they "lead the way in making their milk as close to breastmilk as possible".
It's rubbish - formula will never ever compare to breastmilk and Milupa are breaking the marketing code for infant formula by saying so.
And I am not a member of the breastapo - I bottlefed my DS after problems with breastfeeding.
Formula milk does an adequate job of feeding a baby, they are all pretty much alike although you may find one suits your baby better than another. Your baby will grow and develop normally with formual milk and if that's what you've chosen and that's what you are happy with then great.
They give NONE of the benefits of breastmilk
antibodies,
perfectly designed for your baby,
decrease in the risk of breast and ovarian cancers for the Mum in later life (although not total prevention sadly)
Less risk of obesity
Decrease in the risk of cardiovascular disease and some cancers for baby in later life.
etc etc etc.........
A formula company should never be allowed to get away with advertising their milk as "close to breastmilk". It's not and never will be.
Sorry to see you go tiktok - will miss your advice.