In the UK, it is illegal to advertise infant formula. This led to the 
invention 10 years or so ago to follow-on, marketed to the mothers of 
babies aged 6 months and over.  The formula manufacturers use all the 
legal and semi-legal marketing techniques available to promote 
follow-on formula, including this one:



http://www.mirror.co.uk/news/allnews/tm_objectid=15160697%26method=full%26siteid=50143%26headline=shape%2dup%2d%2di%2dm%2dan%2dorganic%2daddict-name_page.html

This is editorial, in the second most read newspaper in the UK. This 
celebrity has given many interviews since the birth of her child, 
extolling the virtues of breastfeeding. Now she is the 'face of SMA 
Progress' and the manufacturers get utterly priceless publicity in 
the newspaper.

Reaching mothers who started off breastfeeding is very important to 
formula manufacturers as these mothers are the ones who keep their 
babies on formula for longer. A celeb who now extols the virtues of 
organic food and good nutrition *and* follow-on formula is perfect 
for them.

Note: "Donna breast-fed for just over six months. "I'd have happily 
gone on for longer but, in the end, Freya didn't want it. She's a 
nosy child - she wanted to look around and couldn't do that while on 
my breast."

Sub-text: breastfeeding for longer than six months is for stupid 
babies who don't want to find out about the world, because 
breastfeeding stops your baby looking around.


I feel sick about this.

Heather Welford Neil

NCT bfc, tutor, UK

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