Is it getting worse or am I imagining things

[Mama Poot]

I'm referencing formula ads in magazines. It seems like the ads are getting MORE aggressive and more abundant. The last appointment I had with my MW, I picked up a Parenting mag ( its all there was ), and I felt like every other page was a formula ad...And most of them mentioned NOTHING about "breast is best" or something to that effect. Now am I mistaken or don't these formula companies have to comply by some kind of rules or standards and they have to mention breastfeeding in their ads?? I don't know, it just seems to me like their marketing is getting worse, not better. Anyone else notice this??

[p1gg1e]

I think it is gettng worse because woman are talking and demanding more attention and support with breastfeeding. They cant loose those "happy" customers!

[dynamohumm6]

You know, I opened the last issue of whatever crappy free subscription I ended up with (Parenting, I think?) and I remember seeing formula ad after formula ad that didn't have the disclaimer about "breast is best" that I've seen in the past. I distinctly remember thinking that was odd.
What gives? Did the advertising law change?

[rmzbm]

Yeah, it is getting more aggressive.

(B-E AGG-RESSIVE, Be Agressive! HOLY cheerleading flashback there!)

[s_kristina]

AFAIK there are no rules are laws regarding formula marketing in the US. The WHO has put out guidelines, but they have never been made law in the US. That makes any mention of "breast is best" up to the company. I'm guessing with the big ad campaign saying guess what it isn't best it's normal the formula companies aren't going to be giving the competition any help if that makes sense.

[dukeswalker]

I agree - I remember all the ads always said, breast is best - but not anymore.....Maybe they think their losing!?

[christiab]

As long as they aren't blatantly lying in the ads, they have free rein to say whatever they want. (e.g. "Formula will get your kid a perfect SAT score")

Nobody can make them advertise a competitive product.

[ColoradoMama]

I think we can take this as a good sign - it means the formula companies are NEEDING to market more aggressively because the word is getting out. BUT - I guess we have to be more vigilant than ever!

[moonfirefaery]

yeah.

One brand has "comfort proteins" and claims nothing else has them. Breastmilk has more 'comfort proteins' than anything. Another brand says it has a make-up identical to that of breastmilk, which is just complete crap, considering breastmilk has antibodies--which cannot be put into formula.

[MA mommy]

Yes, the ads ARE worse! I've seen more than one brand where the baby thanks the mom for using a certain brand, not being gassy anymore, and saving money. Ick, that kind of marketing is so creepy. That seems to be the latest angle they are going with. :

[Pandora114]

Originally Posted by moonfirefaery

One brand has "comfort proteins" and claims nothing else has them. Breastmilk has more 'comfort proteins' than anything. Another brand says it has a make-up identical to that of breastmilk, which is just complete crap, considering breastmilk has antibodies--which cannot be put into formula.

hah comfort protiens.

Can't get more comforting than breastmilk. I remember the sleepy drugged-like state my DD went into after a good nursing session. Eyes half closed, contented little smile...no need to really burp either...just peacefully and blissfully content and comforted, a little extra dribbling out of her mouth because she passed out before she could swallow the last suck....

*sigh*

My comfort protiens are free, not $19.99 + GST and PST for a weeks supply.

[TigerTail]

Yeah, I noticed too. The last copy of Parents I read (freebie) made me like to hurl. I found it all rather shocking.

Is it depressing to you too- I know you guys are using it ironically- to have the concept out there of milk as a 'competing product'? I don't like to think of them as in the same class, period. It's like a sound, strong arm vs a broken one with a cast, not two brands of casts, kwim? Casts are great for broken bones, but putting one on a healthy arm is bat-caca nuts.

Can't you see them marketing casts for non-orthpedically challenged children? "Hi, Mom, my arm feels stronger than ever with my new Merde Pharmaceuticals brand Cast, with Comfort Plaster! Thanks!" Would that be legal? It certainly is no more absurd or evil than targeting new mothers to sell unnecessary formula when they have perfectly good breasts.

[p1gg1e]

Originally Posted by Pandora114

hah comfort protiens.

Can't get more comforting than breastmilk. I remember the sleepy drugged-like state my DD went into after a good nursing session. Eyes half closed, contented little smile...no need to really burp either...just peacefully and blissfully content and comforted, a little extra dribbling out of her mouth because she passed out before she could swallow the last suck....

*sigh*

My comfort protiens are free, not $19.99 + GST and PST for a weeks supply.

LOL I was sarcastic to a LC that was helping me in the Hospital. I had really just met her but told her after getting DD latched " But I dont make those fancy comfert protiens!" She thought I was serious and snorted "told me that my milk was more perfect than anything in a can" I told her I know I was just teasing you and she relaxed and we had a great talk about breast milk. She was so happy when I told her we planned on Nursing till DD was atleast 2.

My SIL's sister Formula fed both her DD's never tried to BF, now wants to try with this 3rd one because both her sisters BF ( both my SIL's my DH's brothers married sisters) ( one only 6 months and 11 months,other one still going stong at over 1 year ) and me. she really wants to try and I know my one SIL really knows her stuff to help her ( I "trained" her ). I really only think she would get as far as 6 months at the most but its better than nothing. If they are lossing buisness to her ( someone that I NEVER thought would even want to try then) Breastfeeding education is starting to slowly work. There is hope!

[twins10705]

yeah and the most ironic thing(to me) is that their product is merely glorified powdered milk and syrup.

[foxyBFer]

i think it's getting out of hand. no wonder mom's succomb to FF! they are bombarded with images and information that tell them that FF is just as good as BF! the ads are implying now that if you FF you have no need to feel guilty cuz you'll be giving DC something as good as BM. the images are all over mainstream parenting mags...but they are also ALL over daytime television. have any of you turned on a t.v. between the hours of 10am and 4pm lately? all they have are ads for formula. it makes me ill to see how it's being pushed on women. i was watching a soap (i hate to admit this guilty pleasure, but once in a while i do indulge) and the most popular character on the soap is FF feeding her newborn. they even did a close-up shot of the can--obvious product placement and advertising. that can of formula was in every scene she was in with the baby. WTH? i was fuming. but this is our culture. it's so frustrating!

[wonderwahine]

yes they are getting worse, even this months babytalk with the cover and bf info.........still is laden with formula and bottle feeding ads.

[elanorh]

Ina and I look at the gestation pictures of babies in the freebie "This is What Pregnancy is Like" glossy mag the OB gives out to pregnant moms -- she loves to look at how the baby grows inside the mom. But, pretty much every 3rd or 4th page is a formula ad (all Enfamil, all about the relief from "colic" etc.) - so the mag itself in its articles talks about breastfeeding and even shows a newborn latched on and nursing -- but, the ads tell a different story. : Pretty much, "If your baby is fussy, formula will solve it."

I don't pay a lot of attention to ff ads, but now that I think about it, I think the "Breast is best, ask your doctor" caveat is missing anymore. IF the US would finally actually sign and apply the WHO guidelines, they'd have to really curtail things and that would be GREAT. But I am not holding my breath. I think the "Breast is best" deal was the ff companies' way of trying to tell lawmakers/public that "we don't need to sign that initiative, look, we tell moms that breast is best *right on our product.*" Grrrr....

On the somewhat flip side - last winter, I met my sister's SIL and her teen daughter (who had been making some rebellious choices). Her mom commented that I looked so different from the picture she'd seen of me (about 2 months post-partum) and I told her, "Well, I lost 15 pounds beyond my pre-pregnancy weight, gotta love that breastfeeding!" and she and her dd were both really curious about bf (daughter most of all) - how it worked, why you do it, etc. My sister and I both bf, so we did the whole spiel with her ... Anyway, UNfortunately she is now having a teen pregnancy and family is discussing adoption with her - she wants to keep baby, and she also says she wants to bf her baby too. Which I think is pretty unusual in a teen mom whose own mother ff'd! So - maybe we made a difference. She's in a really rough situation, though, to be 16 and pregnant. So it's a pretty slender silver lining. And I'm afraid that most of her motivation is the "bf burns calories" motivation, which I'm not sure holds up without other things supporting it, if mom gets lots of pressure about bf vs. ff from relatives, and/or encounters any bf problems/difficulties.