Like many parents, I was oblivious to the laws surrounding the promotion of baby formula until I found myself needing it to feed my hungry, pre-term baby. It was during a conversation with a friend, who also used formula due to medical reasons, that we discovered the ban on advertising formula for babies up to six months in the UK. The belief behind this ban is that it discourages breastfeeding.
This revelation was quite shocking to us, as modern women. It felt incredibly patronizing that the government would enforce such laws on what we could do with our own bodies and how we chose to feed our children. The implication was that we were not capable of making our own decisions and were easily swayed by supermarket promotions to reject breastfeeding completely.
Interestingly, Boots recently faced repercussions for violating these laws and had to issue an apology. On the other hand, Iceland, in light of the cost of living crisis, has reduced the prices of formula and is willing to risk an unlimited fine by advertising this fact. However, retailers believe they are not allowed to accept loyalty points, vouchers from food banks and local authorities, or store gift cards in exchange for formula. This has led to a call for a change in the law from various organizations, including charity Feed and the newspaper Metro. Over 40,000 individuals have already signed a petition.
Dr. Erin Williams, cofounder and director of Feed, states that the UK law on infant formula sale is inadequate in curbing the coercive practices of formula companies, but there is also an overreach in what is considered promotion, unfairly penalizing families. Therefore, an urgent review of these laws is necessary.
Iceland agrees with the World Health Organization’s recommendation for exclusive breastfeeding for the first six months, but it acknowledges that not all parents have this option. It defends a person’s right to choose and rejects the notion that women should be compelled to breastfeed against their will. Iceland’s statement reads, “Why in this one area should we deny them freedom? Parents are capable of making their own life choices, and should be allowed to do so.” This sentiment resonated with me as it highlights the importance of a mother’s well-being and autonomy.
Breastfeeding culture often carries a supernatural aura when it comes to discussing formula. The mere mention of it seems to invoke fear and superstition. However, history has shown that breastmilk alternatives have always been necessary. While acknowledging the questionable marketing tactics of formula companies, we must also recognize the incredible scientific invention that allows families to feed their children and save babies’ lives every day.
Some individuals are advocating for the return of National Milk, a program that provided free or subsidized formula until 1976. According to Emily Baughan, a senior lecturer in history at the University of Sheffield, ending the program did not increase breastfeeding rates. Instead, it enriched formula companies’ profits while leaving parents unaware of alternatives. The only way to ensure fairness and prevent companies from exploiting the infant market is to reintroduce a safe, NHS-endorsed alternative: National Milk.
Encouraging breastfeeding requires more than just promotional laws. A well-funded welfare state is crucial. This includes better support and education for breastfeeding, the return of programs like Sure Start, affordable access to lactation consultants, understanding and treatment of tongue-tie, awareness of the benefits of combination feeding, improvements to parental leave, and support for perinatal mental health. Only with a government committed to these initiatives and prioritizing every child’s right to nourishment can we hope to see improved breastfeeding rates. Ultimately, it’s important to remember that the most important thing is that babies are fed, regardless of the method chosen.
In terms of parenting recommendations, a robotic bassinet called the Snoo crib has proven effective for soothing babies who struggle to sleep. Despite its initial skepticism, it has delivered positive results. While it may be expensive to purchase, renting one is a more cost-effective option.
On a negative note, Twitter (now known as X) has become a breeding ground for incels since its takeover by Musk. The latest “trad wife” meme, featuring an influencer baking next to an Aga stove with a baby strapped to her chest, is an example of this toxic culture. The tweet suggests that wanting this traditional lifestyle is preferable to a successful career. However, it fails to recognize that the woman in question is a former ballerina married to one of the JetBlue heirs and co-runs their farm business. Rhiannon Lucy Cosslett, a Guardian columnist, brings attention to this issue and moderates comments to ensure a constructive discussion.
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