Heather Welford wrote in detail about the underlying issues, and nuances,
behind objections by women who artificially feed to seeing breastfeeding (by
other women or in pictures), and their demands for artificial milks to be
advertised as "just another consumer product".

A useful factor to include when responding, Heather, is that these are not
the only products that are restricted for being advertised.  In Australia
(and probably in other developed countries), direct advertising to the
public of prescription medications is against the law.  Advertising to
medical practitioners is permitted, and there are penalties for advertising
direct to the public.  A case in the literature involves an advertisement on
a prescription drug in an in-flight magazine, which was reported and
resulted in penalties.

Women who complain about the restrictions on advertising of artificial baby
milks almost always believe that these are the only restricted
advertisements. Placing this in the context of being one of a number of
categories of products may help.  An additional point is to ask if they
would like to see mothers to start using a product for the first time, based
on an advertisement, and without any assistance in selection and use of a
product that is going in their babies' mouths.

Virginia

Dr Virginia Thorley, OAM, PhD, IBCLC, FILCA
Brisbane, Qld, Australia
E: [log in to unmask]


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