>
>Also a question for Heather:
>
>"images of breastfeeding itself - ads in the UK in healthcareprofessional
>journals (where it is legal to advertise formula)
>sometimes show mothers and babies feeding, with a strapline saying something
>like 'can you get this close?' or similar. Often, these are not 'realistic'
>images - the mother and baby might be totally naked, for instance, which at
>the same time as romanticising bf, also undermines it by making it seem
>something 'impossible' to do
>* images of energy and/or  contentment, with sweet and roly-poly babies
>being active, or else  smiling beatifically or sleeping
>peacefully"
>
Is this also legal in the UK for parenting magazines?



No, not for milks intended for babies under the age of six months.

But is *is* legal for follow-on milks, which are marketed for babies
over six months.

The manufacturers make the most of this, of course.

Follow-on was 'invented' to get round the restrictions on marketing
as breastmilk substitutes were/are defined as being for babies under
6 months. Follow-on is now covered by the WHO code, but not by the UK
Law.

I don't think I have ever seen an ad for follow-on showing a baby
being breastfed, though - of course they do use other touchy-feely
imagery.

Heather Welford Neil
NCT bfc Newcastle upon Tyne UK

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