Baby Formula Advertising

[ailbhe]

It's illegal to advertise formula breastmilk substitute for babies under 6 months old in the UK. So the formula companies made a new product called "follow-on milk" specially tailored for babies over six months old.

I spotted an advert in a magazine recently.

It read as follows:

---

You gave up your career
your social life
and your figure
Then came baby's first words
[HUGE IMAGE OF ADORABLE BABA]
Dada.

SMA Progress
We know

I was somewhat struck by this and am not sure to whom I should turn to express my inexpressible arghiness.

Comments

[allyphoe.livejournal.com]

"Secretly resent your baby? Don't get mad, get even - feed it our sub-standard product!"

[pauamma]

In addition to the "OMG baby's a MCP" undertones? overtones? not sure what to call them, I'm perplexed. How's that supposed to sell any formula?

[xiphias.livejournal.com]

"Dear SMA Progress: It's nice that YOU know. Because I have no frickin' CLUE what you're on about."

[rosefox]

Maybe it's time for mum to go back to work and dad to take six months off, and obviously his only option is to feed the baby formula?

I don't know. It's crazy moon people logic.

[sophiedb.livejournal.com]

We know.. what? As if some giant corporate monster gives a collective sigh whenever a baby says "dada", or grins when s/he smiles for the first time *outrage*

Companies do not stop to smell the roses, even gorgeous baby shaped ones, only profit margins.

[nicolap.livejournal.com]

That's plumbing new depths. I'd go with complaining to EVERYONE. Sadly, it's almost certainly legal, but so so wrong.

[helenprev.livejournal.com]

I am horrified. But yes sadly it is probably legal. *is a bit speechless*

[nitoda]

Might be worth a letter to the magazine's editor - perhaps there's scope for an article on breast-feeding and the societal pressures on mothers to stop early and feed formula milk to their infants? (Always assuming it's a relevant issue for the magazine's readership)

[radegund.livejournal.com]

OH MY GOD I HATE THE WORLD.

That is NAUSEATING.

Eeeeeeeesssshhhhh.

How would one coordinate a letter campaign, I wonder? There are some PRIME TARGETS out there.

[cangetmad.livejournal.com]

DITTO.

"Your baby says her first word! Punish her for not making it the "right" one by stopping breastfeeding and feeding her crap!"

Though, I suppose, keeping breastfeeding until your baby is talking is pretty good going.

Actually, I take this advert along with the Calpol one that does the "we understand mums" thing by showing using Calpol as part of being ridiculously overprotective. It's just matrophobic.

[ailbhe]

It boils down to "If you resent your baby, use formula!"

Not, say, negotiate a fairer division of labour and dismantle the patriarchy.

[browngirl.livejournal.com]

Oh, *ugh*. That's absolutely disgusting.

[radegund.livejournal.com]

Mums. They smother you with their sick "love". They resent you for ruining their figures. Who needs 'em, eh?

SMA Progress: For mothers who are in a towering snit with their infants. Because THAT MAKES SENSE.

[ailbhe]

I don't know what magazine it was, as I was on a train reading over other people's shoulders. But SMA should know...

[perceval.livejournal.com]

So all mums are fat frumpy isolated SAHMs? Thanks a million, SMA.

[rmc28]

And the ones that didn't give up their career, or are going back to it, COULDN'T POSSIBLY breastfeed.

Grrrrr