Let's Breastfeed

Formula adverts lead to lower breastfeeding rates!

Research shows that when formula is aggressively advertised, breastfeeding rates drop. The UK has to abide by a strict advertising code which prevents over exposure of formula or bottle fed infants.

As many of you will have noticed, you won’t get points at Boots when you buy formula – as this is not pro breastfeeding. Tesco have also come under a lot of pressure to change the packaging of some of their nappies, as it contains images of babies bottle feeding.

In Canada, new mums are even given formula samples to take home with them and this has led a review of advertising of infant formula over there.

Whilst I appreciate that promoting formula feeding may encourage some mums to use infant formula as opposed to breastfeed their babies, I just can’ help that we the Breastfeeding Professionals are blaming the promotion of formula for our inability to teach mums how to breastfeed successfully and offer the right form and level of support to enable mums to feed long term.

Whilst I am not suggesting that formula companies should have free reign and am grateful for all the hard work it takes to keep these companies in line, I just feel that more can be done to encourage and facilitate breastfeeding.

I have remained Independent for this reason. If mums that I consult with are not able to breastfeed, I am not going to blame it on the formula companies, I am going to look at what more I could have done to support the mum in question. Some mums are not able to breastfeed due to medical reasons and some mums don’t produce enough milk, however these are in the minority.

If therefore, these are in the minority, surely with the correct breastfeeding help, advice, guidance and support, if we were doing our jobs properly, most women would be breastfeeding and we wouldn’t have to waste time and energy, hounding formula companies.

New mums need less pressure tatics and more practical advice. I have just spoken to a mum who is currently in hospital and her baby is being fed formula because the staff can’t help baby to latch. Is that the formula companies fault?

I know the ‘die hards’ would say ‘yes’ and I can appreciate where they are coming from, but we need to do more for mums in order to turn this ship around.

The less time we spend chasing formula giants and the more time we spend at grass roots with mums just learning to feed – the better!

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