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

[Jakabella]

Emc - like like like!!
I didn't choose to FF either and it certainly is an expense that I would rather not have, but I'm feeding my baby.

[Lolpigs]

Red- yep. It's cheap.

That makes sense to me TBH.

[onthefly]

I don't think there's any purpose in overselling the socioeconmic thing - I suspect a major reason for these trends is simply that if most of your family and friends breastfeed, then you are probably more likely to do so, and vice versa.

Re advertising, there are 2 issues. One is the impact of formula advertising on breastfeeding rates. Why does this matter? It's a public health issue - we would save tens of millions in public health expenditure every year in more babies were breastfed just to 6 months (I've seen a study somewhere... can't find it now). This isn't controversial. Already 85% of mums in Aus leave hospital breastfeeding, so it's not about forcing those that don't want to. And it leaves room for those that can't. The big gap is, firstly, in support for parents, and secondly in normalising the practice in society.

The 2nd issue is a more general one: is it ethical to push bogus claims in advertising products for infants and young children?

The problem with the 'immune support' claims - aside from being an almost meaningless statement on its own - is that they clearly also associate this with being 'more like breastmilk', suggesting this is somehow comparable to the immunity offered by a mother's antibodies. It isn't. That is an advertising lie - no, maybe it won't hold up in a court of law, but it is still a lie, you know?

[HotI]

Now I wish people would think of the bigger picture, if some "study" is showing that poor people are more likely to formula feed, maybe think of why that might be, for example if someone is under a lot of stress, that can then affect their milk supply, that might mean, also they are less likely to be able to afford to see a lactation consultant.

There are resources out there that don't cost, but even if you do have to pay a lactation consultant costs $100 (i think) for a homevisit, that is a much better investment that $30 a week for ABM. I think having support and info out there so people know where to seek help will go along way.

I'm not pro one over the other I'm pro choice! At the end of the day we are feeding our children anyway we can, isn't that the main thing?
I would love to see there be equal information out there fir both BF & FF, not one V's the other!

Absolutely, feeding the child is the ultimate goal but (and i know this opinion won't be widespread) i don't see the two as equal choices. ABM doesn't provide everything that breastmilk does.

[Jellybean29]

This thread seems to have gone way off track. It was supposed to be the stupidity of one advert, I definitely didn't want a BF vs FF debate!! The intent here isn't to label people or upset, it's to point out a ridiculous advert that really shouldn't be on tv because...
Toddler formula is unneccesary, BF is reccomended for 2yrs and even if you didn't Bf, babies can have cows/goats milk after 12 months anyway..

I think if they really have to advertise their toddler formula they shouldn't be allowed to till 2yrs +, none of this promotion of comp feeding or moving on before 2yrs, it's not good enough to subtitle your advert with fine print "WHO reccomends 2yrs BF" and then totally dismiss this with every other idea and image in your advertising.

I disagree that this advert forms necessary information. If you are already FF under 12 months age then you'd already know about follow on formulas, if you are still breastfeeding, you don't need them. The advertisers know this too..... so who do you think their target audience really is???? It's surely not Mums who are already FFing is it?! So therefore it's aimed on getting babies off the breast at 1year, otherwise they would compare their product to cows milk, would they not?

[glenny_c]

I think a bigger issue is educating nurses/midwives on how to really help mums. When we were in the hospital I was in floods of tears on the 2nd night trying to get my (premmie) baby to stay attched. I was told by a nurse/midwife that if I didn't let her feed my baby formula then she would put a feeding tube in. Talk about blackmail! I was also told that there was no real difference and if you looked at a school yard you wouldn't be able to tell the difference between bf and ff children so why was I upset? What was the big deal? They didn't understand why I was so against putting my baby on a bottle.

[Jellybean29]

I think a bigger issue is educating nurses/midwives on how to really help mums. When we were in the hospital I was in floods of tears on the 2nd night trying to get my (premmie) baby to stay attched. I was told by a nurse/midwife that if I didn't let her feed my baby formula then she would put a feeding tube in. Talk about blackmail! I was also told that there was no real difference and if you looked at a school yard you wouldn't be able to tell the difference between bf and ff children so why was I upset? What was the big deal? They didn't understand why I was so against putting my baby on a bottle.

Please stay on topic hun, I agree, but this thread is not the place.

[onthefly]

Just my 2c (and totally off topic), but I think it's natural for conversations to veer off into related areas and that's fine, so long as the discussion remains constructive.

[Jellybean29]

Just Me, I think you missed my point. I am angry over the intent of the advert. Whether you think it is corny of effective is irrelevant. Karicare are still advertising an intent to encourage Mums to move on after 12 months and to normalise FF

[onthefly]

Yeah, I think it *might* appeal to breastfeeding mothers looking to wean at/around 12 months and feeling they have to replace each feed with some other sort of milk (very common).
Also it is meant to keep formula-ffeeding mothers still purchasing their products.
Fundamentally, it's devious implied advertising for infant formula.

[glenny_c]

I was just trying to say that I don't think the advertising is the reason ff numbers are so high. I think it's a waste of energy blaming the advertising when there are so many more important factors influencing the ff decisions. I thought I was staying on the topic of education.

[Just Me]

Just Me, I think you missed my point. I am angry over the intent of the advert. Whether you think it is corny of effective is irrelevant. Karicare are still advertising an intent to encourage Mums to move on after 12 months and to normalise FF

I deleted my post because I wasn't sure it was on topic. Sorry.

[Freya]

I think toddler formula is unneccesary. Thats my pet peeve. I have had so many people raise eyebrows when they find out I never had any of my kids on toddler formula (even the formula fed ones). They just went straight to cows milk and water. It is really just a marketing ploy to get more money out of unsuspecting mothers.

[Jellybean29]

I deleted my post because I wasn't sure it was on topic. Sorry.

I just didn't want a big off-topic FF/BF debate out of my thread hun x

[*LittleMissSummer*]

I don't think toddler formula is unneccesary i chose to go on to it and wouldn't change my choice at all. And the ad leaves the choice up to the parent to choose if they want them to go on it. I really don't understand the getting angry or offended by the ad if you don't want to go onto it fair enough move on don't stew on it.

[Freya]

I don't think toddler formula is unneccesary i chose to go on to it and wouldn't change my choice at all. And the ad leaves the choice up to the parent to choose if they want them to go on it. I really don't understand the getting angry or offended by the ad if you don't want to go onto it fair enough move on don't stew on it.

I dont argue with your right to use it, but Im sorry it IS unneccesary. I know a few people who have used it for failure to thrive babies who are still on the very small end of the growth spectrum as toddlers but the fact of the matter is it isnt neccesary for healthy toddlers and it is just a way for formula companies to make more money.

You would be surprised the amount of first time mothers Ive come across who think they HAVE to use toddler formula. They dont realise that cows milk is fine along with solids.

[MissEm]

I dont argue with your right to use it, but Im sorry it IS unneccesary. I know a few people who have used it for failure to thrive babies who are still on the very small end of the growth spectrum as toddlers but the fact of the matter is it isnt neccesary for healthy toddlers and it is just a way for formula companies to make more money.

You would be surprised the amount of first time mothers Ive come across who think they HAVE to use toddler formula. They dont realise that cows milk is fine along with solids.

I totally agree. A HEALTHY toddler shouldn't need to be on a toddler formula, or any formula for that matter. Formula is an artificial milk diet for infants, once a child is on a solid diet then there is no need for them to be on an artificial milk diet as well. It would be like us adults eating full meals, and then an additional meal supplement diet as well. It is not necessary, and can cause issues too.

[willow5]

I think if they really have to advertise their toddler formula they shouldn't be allowed to till 2yrs +, none of this promotion of comp feeding or moving on before 2yrs, it's not good enough to subtitle your advert with fine print "WHO reccomends 2yrs BF" and then totally dismiss this with every other idea and image in your advertising.

I disagree that this advert forms necessary information. If you are already FF under 12 months age then you'd already know about follow on formulas, if you are still breastfeeding, you don't need them. The advertisers know this too..... so who do you think their target audience really is???? It's surely not Mums who are already FFing is it?! So therefore it's aimed on getting babies off the breast at 1year, otherwise they would compare their product to cows milk, would they not?

I agree. Very good point about comparing to cow's milk rather than BF.