Umm... I just saw an add for formula encouraging mums to 'move on' from breastfeeding

[Jellybean29]

Okay, we all know they can't advertise baby formula.
But can they advertise 'toddler' formula and say "if you decide to move on from breastfeeding" , plus also they suggested you should comp feed with it...

It was my understanding that 'toddlers' can just have cows milk and don't need formula anyway...

[Onelittleprincess]

Is that the karicare one? Inthe writing on the ad it says breastfeeding recommended till there 2

[Jellybean29]

Is that the karicare one? Inthe writing on the ad it says breastfeeding recommended till there 2

surely after that cows milk is fine lol... i didnt have me glasses on so couldnt read the small print

[TeniBear]

I found out the other day Australia hasn't agreed to the Code anyway, so they're allowed to advertise all formulas :-/


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[PumpkinZulu]

I found out the other day Australia hasn't agreed to the Code anyway, so they're allowed to advertise all formulas :-/


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Really??

God, I love living here and I feel very lucky blah blah, but Australia really drops the ball (and sucks it too ) when it comes to stuff like this.

[Barb Glare]

No, that's not correct. Australia's acceptance of the WHO code on the marketing of infant formulas is far less than ideal, but it is the MAIF agreement. You can see details, including the complaints form, here.Department of Health and Ageing - Complaints Handling Process
Manufacturers are not allowed to advertise infant formula - thus the aggressive marketing of toddler formula (carefully branded to look identical to infant formula, and yes, BabyBellyBurton, a form of food completely unnecessary for children.
The only way legistlators will ever *get it* is if we tell them. Write to APMAIF and tell them what you think of toddler formula adds in general and this ad in particular. Don't worry about whether it is within the scope of the agreement - there job to read your complaint and sort that out. (they have to log it and investigate it anyway.)

So, don't keep it to yourself - complain long and loud

[skybie]

its just a spill to scare parents into thinking that solid foods and bm/ cows milk isnt satisfactory for toddlers and that they need more nutrients, total crock of boy cows poo really.
i can see its place if ur toddler really hasnt gotten into the food thing yet and u are no longer breast feeding, but i hope parents are well enough informed to know itd just a ploy.

i also cant stand the ad that insinuates that toddlers who drink a certain brand of toddler formula (cant remember which one) have stronger immune systems then those dont drink it.

[aussienic]

I find nothing wrong with that ad to be honest.. What I don't agree with is putting kids on a formula as toddlers.. A healthy diet, fresh air and exercise is better for their immunity

[PumpkinZulu]

No, that's not correct. Australia's acceptance of the WHO code on the marketing of infant formulas is far less than ideal, but it is the MAIF agreement. You can see details, including the complaints form, here.Department of Health and Ageing - Complaints Handling Process
Manufacturers are not allowed to advertise infant formula - thus the aggressive marketing of toddler formula (carefully branded to look identical to infant formula, and yes, BabyBellyBurton, a form of food completely unnecessary for children.
The only way legistlators will ever *get it* is if we tell them. Write to APMAIF and tell them what you think of toddler formula adds in general and this ad in particular. Don't worry about whether it is within the scope of the agreement - there job to read your complaint and sort that out. (they have to log it and investigate it anyway.)

So, don't keep it to yourself - complain long and loud

This is what I thought...although DH saw a poster for infant formula in a shop, went in and told them he would be reporting them. It was in a very poor socioeconomic area, also with a lot of immigrants, and the poster looked at least 20 years old.

[Fleur]

i also cant stand the ad that insinuates that toddlers who drink a certain brand of toddler formula (cant remember which one) have stronger immune systems then those dont drink it.

Arghhhh, drives me nuts too. My sisters GP recommended she keep her 22 mth old on formula because "she doesn't eat much so doesn't have a varied diet." Uh, dude...that's toddlers, they live on a glass of water and a slice of fresh air.

[[M]umma[M]ia]

Oh gosh... really.. there is nothing wrong with the add. Its not shoving it in your face its just saying "if YOU decide to move on from breastfeeding etc" The add still leaves the decision totally up to you. They are like any company really, they will do what they have to do to sell their product. I have always thought that it was quite a pro breastfeeding add for a formula add. It does say on the add though that WHO reccomends breastfeeding for atleast 2 years.

Another completley unessesary (sp?) formula VS breastfeeding debate..

[Lady-bug]

Oh gosh... really.. there is nothing wrong with the add. Its not shoving it in your face its just saying "if YOU decide to move on from breastfeeding etc" The add still leaves the decision totally up to you. They are like any company really, they will do what they have to do to sell their product. I have always thought that it was quite a pro breastfeeding add for a formula add. It does say on the add though that WHO reccomends breastfeeding for atleast 2 years.

Another completley unessesary (sp?) formula VS breastfeeding debate..

Well said, I totally agree.

[Arcadia]

Have to say I thought the ad was fine...for a formula ad. Yes I don't agree with formula, but it's just a company like any other. Should it have a right to advertise? I'm undecided.

I actually think alcohol ads are more problematic than formula ads because of the way they normalize drinking. Mi don't think that formula ad normalizes formula because it states 'we all know breastfeeding is best'.

Companies are allowed to advertise medication and supplements in Australia, so why not formula?

[Barb Glare]

it's interesting, isn't it, but my 8 year old said to me when she saw that ad...."They want you to think they like breastfeeding but they want you to formula feed" You hit the nail on the head. They want to normalise breastfeeding, and yes alcohol ads want to normalise drinking alcohol. As BabyBellyBurton said, they are encouraging you that it's normal to move on from breastfeeding prematurely and put your child on formula. The cans are branded to be identical to infant formula cans, so they get that high level of brand awareness. Research shows that the public perceive them as formula ads, generically, not toddler milk adds.
Why not advertise formula? Well, there are significant and well researched risks to feeding babies formula. Not easy to hear if you felt you had no other option than to formula feed (and I was in that category myself, partially formula feeding my first child and my fourth child (the knowing 8 year old) recieving formula throughout her whole infancy. (Yes, I drink alcohol too, knowing the risks.)

[Just Me]

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.

[forshelby]

Oh gosh... really.. there is nothing wrong with the add. Its not shoving it in your face its just saying "if YOU decide to move on from breastfeeding etc" The add still leaves the decision totally up to you. They are like any company really, they will do what they have to do to sell their product. I have always thought that it was quite a pro breastfeeding add for a formula add. It does say on the add though that WHO reccomends breastfeeding for atleast 2 years.

Another completley unessesary (sp?) formula VS breastfeeding debate..

I have to agree with this. If anything, it makes me feel even more guilty that I was unable to BF. So for a formula ad, it does a great job of making me feel bad about my situation. I don't think it's fair to sweep FF mothers needs under the carpet by not even allowing a poster for formula.

it's frustrating that when I had to put DS on formula, I had NO IDEA what was available because nobody is allowed to talk about formula for infants. It just makes me feel even more like the way I nourish my son is seen as wrong. I think as long as the advertising is clear, honest, and still reminds consumers that breast is best, there shouldn't be a problem.

Afterall, we can't all be perfect and BF for 2 years. (not having a go at anyone who can, or has.) Life's not perfect. Our babies aren't perfect. Sometimes unfortunate things happen, and we become a victim of circumstance. I couldn't even make 2 weeks because I was separated from my boy constantly in the early weeks, due to my injuries during surgery. I have to play the hand I was dealt, and formula is on those cards.

I agree though that formula is unneccesary for a toddler. I think they should be doing it in reverse, making information on infant formula widely available, because there are a LOT of women who are forced into that method of feeding. (and some who just choose it, which is their choice!) Infants NEED nourishment through formula if they aren't getting BM. Whereas a toddler could just sip on some cows milk (like I did as a child. And I didn't grow up to be a mutant).

Why is it that these companies are allowed to advertise for toddler formula, which is unneccesary in my eyes.... but they can't speak about infant formulas. If it wasn't for infant formula, I don't know how I would've fed my baby.

I hope that made sense.

[PumpkinZulu]

This is NOT a FF vs BF debate!!!!!!!. If you FF, you are doing the best thing for YOUR baby. Why constantly feel down or attacked about this issue? Fact of the matter is, the add is a sneaky and backwards way of saying, your child still needs all this fabbo stuff we pack into toddler formula...including sugar. They dont. Toddler formula and infant formula are different. If you feed your baby formula, you are not a bad parent. A bad parent lets their child starve.

ETA I am not, and will never be anti formula. I am pro bf, if it's possible. If it's not, well, aren't we lucky we live in a country where formula is readily available on every supermarket shelf. People who FF have made the right decision for their child, it makes me sad to see such guilt over that choice. We parents have enough guilt as it is

[meow]

they are encouraging you that it's normal to move on from breastfeeding prematurely and put your child on formula

I agree. I think the intention of this ad is normalise the phrase "I decided to move on from breastfeeding" so that more women will be comfortable to say it when their child is younger. But then they make sure they look like they support breastfeeding to 2 years old (but not beyond obviously). If you think this ad is full of warm and fuzzies, you've been duped.