Brooke - I get your point but the ad being mentioned is definitely misleading. For one, it criticises cows milk when the toddler formula is in fact made out of the stuff, it implies that at 12 months women should stop BF and give toddler milk and on top of that it implies that if you do not use toddler milk you are somehow disadvantaging your child.

These companies do have the right to advertise their product but they should do so in an ethical manner, and I feel that in general toddler milk is over-emphasised as a source of nutrition for small children because these companies (not just Karicare, all of them do it), imply that toddlers need this milk as they will not get enough nutrition from food alone - which is misleading to parents and also gives them the impression that therefore it is ok for their child to not eat anything, or to only eat junk as the toddler milk will make up for it. Not saying this is true of all parents who use it, but to me that is impression the companies give across. They also use emotional blackmail in their advertising - by implying that if your child does not have toddler milk and is a 'fussy' eater (what toddler is not fussy at some time or another - it is completely normal), then you are disadvantaging them by only giving them 'regular' milk as their nutritional needs will not be met.