The two most common reactions to criticising formula advertising that I've come across in the last 2 weeks are as follows:
1. It's a mother's choice whether to give breastmilk or formula, no-one else gets a say (and heaven help you if you are not a mother, as some of my friends have found)
2. How dare you make mothers who formula-feed feel guilty for doing so?
In answer to 1:
Yes, it is a mother's choice, because it is her body that will get used (or not), but it needs to be a fully informed and supported one. The choice is not between two equal options, although the formula manufacturers have a huge vested interest in making mothers and those around them think it is. Formula feeding carries higher health risks for the child (and is worse for the environment), and costs more, while breastfeeding has a much harder learning curve to get started. It's very hard for a mother to get a fully informed and supported choice when the formula manufacturers have a much bigger advertising (and product placement) budget than the government and charity breastfeeding support campaigns. Regulation of advertising is one of the tools to keep the information flow balanced.
In answer to 2:
Why the hell should mothers feel guilty?
- if they thought formula was pretty much the same as breastmilk?
- if they thought breastfeeding would "just come naturally" and found it frustrating and difficult and painful?
- if they had no support, or even people actively encouraging them to "just give them a bottle and get some rest"?
- if they didn't know that starting to give bottles before breastfeeding is established can lead to a downward spiral of milk supply and the need for more formula?
Why the hell should they feel guilty? Why aren't they feeling angry at the way they have been systematically lied to and undermined? It is a stroke of twisted genius to characterise anti-formula-advertising as "making mothers feel guilty", when the aim is to give mothers a truly informed choice, not just what the formula manufacturers would like them to believe.
Anyway, as a post-script to this rantage, I wanted to note the most important things I learned about breastfeeding before Charles was born. It was these, rather than the "breast is best" mantra, that kept me going in the first few weeks:
* It would not come naturally, and we would both have to learn.
* It would hurt at times.
* It would be damn inconvenient at times.
* If we could get through the first six weeks, we'd probably be ok.
* Never ever to use a bottle until either we'd got nursing established or I was definitely giving up.
I was ready to have a steep six-week learning curve, and I promised myself if I couldn't cope after six weeks, I would give in and use formula instead. It took us 10 days, plus the exciting growth spurt around 3 weeks (the one where he fed for hours on end). I had mother and mother-in-law and friends and The Internet to support me. They say it takes a village to raise a child; I think it takes a good portion of a village to help a mother and child learn to breastfeed.