I think the breast feeding guidelines about not adverstising formula are good and I can see their point to a degree but on the other side of the fence ... I was in a position where I had to FF DD1 and the lack of information around formulas was really difficult. I don't know that advertising would necessarily fix that but the only information I was given was to pick one and stick to it, not to chop and change. I had no idea what to look for in a formula and I didn't have time to research on the internet (actually I was rarely using the internet at the time).

I don't think adverstising would fix that and this ad is not particularly informative, but I do think for mum's who have to formula feed by choice or for other reasons, factual information about formulas would be far more helpful.

The thing is, I don't think FF is *bad*. BM is obviously the perfect food for babies, and nothing else even comes close but there are times when that perfect food isn't an option and mothers need information.

As far as adverstising around toddler formula, it is not that much different to McDonalds adverstising Happy Meals. The only aspect that I don't like is that it doesn't at all help to normalise breastfeeding after a toddler turns two and I think it adds to the stress for mothers who are still BFing and looking for support. But then I also think this is a societal issue - we are too judgemental of each other and we take our values from advertising. I think we need to learn to be more tolerant of other people's choices as a society, rather than thinking there is one *right* way to do everything and judging people when they don't do things the way we think they should.