http://home.nzcity.co.nz/news/default.asp?id=41700

Breastfeeding ad decision defended
Commercial Approvals Bureau says it made right decision by deciding
breastfeeding ad shouldn't screen while kids watching
29 July 2004

The organisation which assesses advertisements is standing by its decision
not to let a breastfeeding commercial screen when children are watching.

The advertisement depicts a girl pretending to breastfeed a doll while
having a play tea party. The message is 'why don't we all grow up and take
natural things as natural.'

The Commercial Approvals Bureau has given the ad a GXC rating which means it
cannot play during programmes targeted at kids under 10.

General manager Richard Prosser says the bureau has had another look at the
commercial and is confident it has made the right decision.

He says children are likely to misinterpret the message which makes it
inappropriate to screen during kids programmes.

Mr Prosser says the commercial uses children as messengers but the message
is for adults.

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