In the middle of a list of threads in any topic there will be a smattering of links to Mumsnet ad pages that look at a glance like just another thread when you're scrolling through the thread titles. These aren't ads that happen to be appropriate to the topic they're in. It seems to be random and quite frequently the ad will be hugely out of place. I diligently avoid clicking on them but today did so accidentally and found myself on an ad about 'nursery essentials'.
The first item to be advertised is a nursing chair. Mumsnet say:
A nursing chair is essential...
One of Mumsnet's aims is to support mothers. Some new mums use Mumsnet as a trusted source of information. I object to Mumsnet giving the impression that you can't possibly raise a child without a nursing chair, which the word 'essential' implies. It's not that I give a damn about the chairs but I strongly dislike Mumsnet giving the impression that you are failing your child if you don't have the space for, or the means to buy, a nursing chair or any other non-essential item.
The essentials for a baby are: to be clothed, fed and to have somewhere safe to sleep. How about keeping use of the word 'essential' for things like these on adverts that appear to be Mumsnet giving helpful advice to mums.
I don't object to adverts in the right place but when they're disguised as threads and presented in a way which sounds like advice for mums, it just doesn't sit right.
I've happily read through Mumsnet promotions on baby items etc. when I've been researching them and I understand the need for ads to keep Mumsnet free for the users.