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

Lots of stuff gets dodgy marketing. But this isn't just a new shirt or a car... it's our children's health and wellbeing.
parents should have access to full information about what is actually in these products - current advertising does not provide this information, however. What it does is sell misinformation to parents, many of whom are quite vulnerable to messages about better sleep, greater contentment, better health, freedom from the demands of breastfeeding and so on.
These companies do not have an interest in the long-term wellbeing of babies. So long as there is no immediate and demonstrable harm, they're fine and they can sell their stuff - whether it be formula, baby food or whatever.
The way they market these products DOES matter. It should matter most of all to parents using these products. There isn't a lot of information around - marketing doesn't help with that though.
Do we really know what's in the products we feed our kids? It's an important question with life-long ramifications. Once again, advertising does not address wthi issue, it hides it. And advertisers know that the surest way to muddy the issue is to try and suggest that formula-feeding mothers are somehow being shamed for using these products. They know some mothers feel this way and they use it - if you get angry at anyone questioning their products or their marketing, then you're not questioning them yourselves.

I haven't read through all the replies so apoligies if this is repeated..

What is wrong with advertising formula?? People use it.. Same with disp nappies, alcohol, different brands of food.. ect.. We all make the choice whether to buy any of these products. We make decisions based on various things.. I am pro breastfeeding but I see nothing wrong with advertising formula.

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Who breastfeeds standing up bouncing up and down?

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Lol, I do. Not the whole feed, but DD prefers me to be standing, and when she's overtired and being fussy the only way to get her to attach is to be standing, slightly jigging her. She looks at me for a while and finally latches on. I can only sit down once she's been going for a while.

Anywho, re this ad, I agree completely with Onyx, that there is a big difference between advertising and information. This commercial is not at all about giving information about formula, it's about selling their product. They're not even trying to sell the product over other formula companies, they seem to be specifically targeting breastfeeding.

I also agree that these commercials work to normalise FF/toddler milk. I don't think there's anything wrong with infant formula if it's needed for whatever reason, plenty of mums need it and should have access to information to choose the right one. But the toddler formula is a different story. Before TTC, and before joining BB, I thought once a baby was a certain age you gave them formula. It's just what you do. A colleague that I saw yesterday (has no children) I reckon thinks the same thing. She made a throw away comment along the lines of "when she's older and starts formula" as if it's just what you do.

It's that part of the advertising that I really don't agree with.

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What is wrong with advertising formula?? .

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Because then who advertises the competition? The alternative isn't another company with the finances to compete, there is no money in breastfeeding (arguably there is potential for Governments to save money etc but you know what I mean). There should be readily available information for those who need to explore ABM options but I don't agree advertisement is the answer to that nor should it occur in my opinion.

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if you get angry at anyone questioning their products or their marketing, then you're not questioning them yourselves.

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I disagree with this. I have questioned it- I've decided it's a product that serves no purpose and it's not something I will be buying. But I don't have the right to tell other people they can't buy it and I don't get the offense in seeing it advertised

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Before TTC, and before joining BB, I thought once a baby was a certain age you gave them formula. It's just what you do. A colleague that I saw yesterday (has no children) I reckon thinks the same thing. She made a throw away comment along the lines of "when she's older and starts formula" as if it's just what you do.

It's that part of the advertising that I really don't agree with.

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Yep, me too. I just had this idea you only breastfed for 6 months, then bottle. It's very, very pervasive. Its' fine if that's what you want or need to do, don't get me wrong. But there's often no real need to do this and, all things being equal, babies are better off continuing to breastfeed.

I'm not saying people shouldnt' buy formula. I'm saying the advertising serves to intice people to buy, not provide factual information for parents and as such is of limited utility in regards to childrens' health and wellbeing.

I get the point MadB, I really do, and I agree with you. But I fail to see how this is any different to advertising skin creams or diet pills. Those ads don't provide factual info (in fact ads rarely do) and I would say that most ads are of limited utility towards people's health and wellbeing. I think it comes down to people's responsibility to inform themselves about issues rather than relying on advertising or other people telling you what to think.

Yeah, you're right, on the face of it it's the same. It's just that this is so much more important than skin cream or other stuff, you know? And it's not just formula, I'd lump baby food and multivitamins, mediations and all that sort of stuff marketed for infants in there too.
And for a new parent probably struggling with a new baby and vulnerable to messages abut the inadequacies of their breastmilk - telling parents that a product will fill their baby up better, treat reflux, make them sleep more, for eg, does tell them their breastmilk doesn't do those things - they are not going to stop and inform themselves about what's in a product. They will react to these basic messages (true or not), because that is how advertising works. I just don't think this is ok.
It might be different for parents planning to use formula. They have time to investigate and research. I wonder still how much actual information is available, though?

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Because then who advertises the competition? The alternative isn't another company with the finances to compete, there is no money in breastfeeding (arguably there is potential for Governments to save money etc but you know what I mean). There should be readily available information for those who need to explore ABM options but I don't agree advertisement is the answer to that nor should it occur in my opinion.

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There is information readily available.. Its called the internet, library, GP, health nurses.. Friends, family.. If you are interested in exploring options then you do so.. I don't see anything wrong with advertising.. Tune it out if you aren't interested. My kids are taught that BF is best but I also tell them that sometimes either by choice or not some parents choose formula..

aussienic - whislt i get what you are saying, it bears remembering that you are intelligent, educated and aware. Possibly even well supported in your parenting.
Not all parents are. Some are heavily influenced by these ads, and they truly mean to do what is best for their child, and they see this as a way of doing that.
Sometimes we all need to stand up for these mums and dads who are lacking the quality of support and awareness that we have.

Formula is already very normalized in society as demonstrated by MadB and Kaytee's thoughts prior to joining BB; I was another who thought moving to formula was what happened at 6mo before I had DD so I don't agree with flooding the advertising market with a product that will work to support this line of thinking when breastfeeding will be unable to match the exposure. Breastfeeding rates are increasing but they are still low, personally I cannot support something that might compromise this further as I don't believe it is in societies best interests.

Advertising formula will never stop, so why don't the government give some time and $$ into promoting BF and making people realize it's the norm?
( I FF not by choice but I know it's best but I also know that we deserve choice to feed however we see fit)

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aussienic - whislt i get what you are saying, it bears remembering that you are intelligent, educated and aware. Possibly even well supported in your parenting.
Not all parents are. Some are heavily influenced by these ads, and they truly mean to do what is best for their child, and they see this as a way of doing that.
Sometimes we all need to stand up for these mums and dads who are lacking the quality of support and awareness that we have.

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I educated myself on Breastfeeding. I thought breastfeeding was gross when I was pregnant with my first and my husband convinced to me at least try it. I can't say I enjoyed it but I was different then. I bf and FF at 6 weeks and stopped BF fully when he was 3 months old. and yes I didn't know any better. I educated myself when DS2 was born ill. I wanted nothing more then to offer him the best possible start and for that was BF. So in my opinion (this is not towards people who are unable to bf so no one take any offense please) you choose to do what you want. If people really wanted to BF then they would (once again read last sentence in brackets this is to the parents who "choose FF")

Breastfeeding is in your face to a certain degree.. It is talked about in birth classes, when you have your bub ect ect.. You see people feeding.. you know it exists. It isn't hard to make things known to yourself.. I hope I am getting my point across here.

I do see where you are coming from with not advertising formula but I don't go and buy a product just because it is advertised. I don't like those toddler supplement things. I think they are a waste of money. I don't use nurofen even though that is shoved in your face when it comes to advertising.. Why not teach parents what to do before resorting to medications.. going off topic a bit but you get what I mean..

So to sum it up.. You choose to buy or do what you want.. you can educate yourself on what is best for baby and family.. I had a friend who BF her first child and hated it so when she had her second child went straight to formula. She didn't feel the need to make excuses and nor did I expect one.. She just made a comment one day when we were together feeding our bubs (19 days apart) me BF her FF.

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Lol, I do.

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I'm impressed! I must just be totally uncoordinated/weak in the arms!

Put it this way I wouldn't be happy if the ABA started suggesting that if you breastfeed you will grow wings and fly... Some of the advertising around for FF is akin to that.

Nourishment for a child, be it natural or not should not be "Sold" because the practices that follow tend to be more about money and less about the benefits of mother and child. As a previous FF'er I can see that. ABA doesn't make money if you chose to BF, neither does WHO. I'm not saying there isn't an agenda. There is, but it's a lot more ethical IMO than that of most of the major formula companies. So this is why I tend to be jaded.

This advert just makes my head hurt... why offend your target audience in the first 10sec and dismiss your product, and then totally do a backflip and put down BF and insinuate your product is better after 12 months age.... which then offends a whole other group of people???!!! As a marketing student i think it's the worst advert ever

Advertising works. That's why it exists. We like to think that we make our own choices, but research shows we are swayed by advertising. Very few formula feeding mums (research shows) choose to formula feed. Most are driven to it, feeling that they have no other option. Because they don't feel their bodies are competent enough to make milk. because they are pressured by family, friends and health professionals or because they feel like their baby should sleep more, grow more etc. They don't choose. some countries have adopted the WHO code and don't allow the advertising of formula. And in some countries health professionals are educated about breastfeeding. What we have doesn't have to be the way it has to be