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

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...

I saw this one and straightaway thought it was a candidate for a slot on the Gruen Transfer...seriously how insidious is it to market a thing by claiming allegiance with its biggest market competitor??! It's sick. BTW it was my DH who first spotted the ad and told me about it - so it must be all kinds of wrong for him to have noticed.

It's marketing pure and simple. There is a product and the television is a place to market that product effectively. It's the same as selling a brand of yoghurt, cereal, milk.....etc etc....the consumer needs to make up there own mind. It's a business and they hire people and pay them alot of money to 'spin' words and sell products.

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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 :(

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^^ THAT

This isn't a FF vs Bf debate, or an attack on FF mums or anything. If your child is fed, warm, clean and loved you are a wonderful Mum doing the very best for your baby regardless of BF or FF.

What this is about, is big companies advertising formula in a way that is deceiving IMO.

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DH saw a poster for infant formula in a shop, went in and told them he would be reporting them.

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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.

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What? I'm confused. Why report a poster about infant formula then? If anything, I'd be complaining about the toddler formula ads trying to trick mothers into believing their kids NEED whatever's in that stuff. Whereas, in certain situations, infant formula is neccesary. Information should be freely available, IMO.

Not trying to be argumentative, just giving my POV. Sorry to single you out in particular PZ, but your statements confuse me. We're lucky to live in a country where the product is freely available, but sadly the information is not.

Anyway I'm a tad off topic. Just re-iterating that toddler formula is completely unneccesary, and it's annoying that they can advertise THAT, but not infant formula.... which is neccesary in some circumstances. I'm repeating myself! Coffee time!

I don't think that artificial baby milk companies should be able to advertise any of their products. If parents need to use ABM then they will do so regardless of whether it is advertised or not. If parents don't need to use ABM but they are toying with the idea because of misinformation then a blackout on advertising will reduce the number of parents who make the switch. It seems to me that many people confuse/conflate advertising and marketing for information. Advertising is not information about a product, it is aimed squarely at the emotions and only discloses the information that is likely to sell the product. This year pro-biotics are trendy in food so ABM marketing is all about pro-biotics. When my mother was breastfeeding low fat was the latest trend and they sold low-fat ABM with disastrous results - babies need fat for brain formation. I suspect that low sugar/fructose will be on the menu soon or maybe high protein. If advertising was banned and replaced with detailed fact sheets that were available at point of sale parents would actually be able to make choices based on information not emotion.

Onyx - I agree, a detailed fact sheet would be wonderful. That way, nobody gets to push their brand based on emotion instead of information. You said it better than I could.

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I don't think that artificial baby milk companies should be able to advertise any of their products. If parents need to use ABM then they will do so regardless of whether it is advertised or not. If parents don't need to use ABM but they are toying with the idea because of misinformation then a blackout on advertising will reduce the number of parents who make the switch. It seems to me that many people confuse/conflate advertising and marketing for information. Advertising is not information about a product, it is aimed squarely at the emotions and only discloses the information that is likely to sell the product. This year pro-biotics are trendy in food so ABM marketing is all about pro-biotics. When my mother was breastfeeding low fat was the latest trend and they sold low-fat ABM with disastrous results - babies need fat for brain formation. I suspect that low sugar/fructose will be on the menu soon or maybe high protein. If advertising was banned and replaced with detailed fact sheets that were available at point of sale parents would actually be able to make choices based on information not emotion.

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Now THAT I can agree with!! Being able to make an informed choice rather than flying blind is definitely a better idea :)

Advertising and information are separate entities. I think detailed factsheets are the way to go. GP's are also a good source of info. Maybe even a website dedicated to the info. Something that must be actively sought out...not advertised. I will never be okay with advertising infant formula, because the purpose of advertising is money, it's to sell a product, pure and simple.

Ok, I couldn't find the actual Aussie advert, but this is pretty similar >> [link removed by Onyx because we don't allow ABM advertising on BB ;)]

Who breastfeeds standing up bouncing up and down? That baby doesn't even look attached ... No wonder Mums feel discouraged and overhwelmed, the image they've portrayed of what breastfeeding looks like is absurd!

The 'grown up' baby is only 15 months, WHO recommends continued breastfeeding up to 2 years age (and longer), and the text of the advert says "For when your toddler is not getting the nurtrients they need" ....

It is the most confusing, stupid advertisement I've ever seen!

They go from "nothing compares to breastmilk" to basically saying after 12 months your baby won't be getting the nutrients they need from breastmilk so you should supplement with formula or move on completely to formula...

Yes theres a lack of information about 'moving on' to formula, but thats why the formula tins tell you to talk to a health care professional before using the product

Sorry onyx! I didn't think !

**** it's on TV RIGHT NOW!!! I'm complaining to The Circle about who they promote...

(The youtube vid is called Karicare and it was Uploaded by ohbabymag) <<is this ok Onyx?

While I agree that there is no need for toddler formula and it's a blatant attempt to try and make money, I also think so what? We live in a society that is full of people trying to make money by influencing the way people think. I think blaming advertising is a cop out. It's the same as the argument against advertising junk food or happy meals during kids programming. Yes- it's sneaky and completely motivated by greed. Der!! It's marketing that's the point! To make money!

I find it funny that it's often the same people who complain about "big brother" and the govt having too much influence who also complain about advertising. Take some of the control back!! Just because you see an ad for something that doesn't mean you need to buy it! I don't understand the problem (especially with a poster for ff in a store?- are you serious?). You should be grown up enough to make your own decisions regardless of advertising. And if you're worried that the advertising is too one sided and might give people the wrong idea, then do something about it- donate to a cause that advertise or give out info on breastfeeding. I know the argument will be "well, I can make my own decision but I'm worried about other people" who gave you the right to make THEIR decisions? I'm all for people being informed but have a problem when one side start saying that the ads or info (and no- I don't think they are the same thing) for the other side should be suppressed.

this ad is a disgrace and i find it totally offensive.
same as md, my dh was actually the one to point it out to me and he was offended by it- which if you know my dh, says a lot about the ad!
i wish they would use it on the gruen transfer. it is terrible.

I find it offensive. Doesn't mean I find you offensive. The two don't meet. This isn't about people who formula feed, it's about dodgy marketing. Sheesh. No debate necessary. My opinion. I'm entitled to it and I'm not going to argue or be made to feel guilty because I have said opinion. It's not about you.

And I formula fed. /rant

totally agree Rouge. well said.

I really don't see the huge deal in this ad. If I wanted to pick a nice strip club to go to, or purchase a pair of incredibly skimpy underwear I could just go to the city and look at the massive billboards for them. But if I wanted to buy a tin of formula, heaven forbid that I see an ad for it.

I have never brought toddler formula, nor will I but if people want to, if they feel the need to, so be it. If everyone had access to a informed sensible health nurse or doctor, then maybe this product wouldn't exsist. But many people don't - they do have doctors that tell them its what their child needs. How can you stop that? I love the idea about better information. Without it (not advertising), the ability to make informed choices becomes very hard for some people.

I think there are two arguments happening here (at least). Some are talking about the specific ad and some are talking about advertising ABM in general. I think Rouge is right- her opinion and she's allowed to have it. I don't find the ad offensive as such but it is patronising.

And I'm not even getting into the ff vs bf debate. THAT IS NOT THIS THREAD!!!! I'm not going to say what we do because it's completely irrelevant to this discussion.