I think the comment about formula for infants was more about the serious lack of information available to mothers who are FF an infant, rather than the fact that they are FF in the first place.

It is difficult to know where to start if faced with the decision to switch to formula as there are differences between the brands but companies aren't allowed to tell us what those differences are. And yet they're allowed to advertised "toddler milks" which are generally completely unnecessary as they are nutritional supplements rather than seen as a proper infant formula. To me there's little difference between the advertising of toddler formula and the advertising of stuff like vitamins for kids (whichever brand you pick) which both really just result in expensive wee unless there is a genuine deficiency in the diet which is a lot rarer than people think.

I do think advertising standards have the wrong end of the stick - it'd be far more helpful for them to be able to provide information to formula feeding mothers about the differences in their formula vs someone else's so long as they're not pushing formula feeding to the detriment of breastfeeding. At least then a mother could walk into a pharmacy or supermarket with some idea where to start when confronted with the wall of cans of stuff...