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Baby Dove's latest advert criticised for painting negative picture of public breastfeeding

breastfeeding dove
Andrea Caamano
Website Editor
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Baby Dove has been criticised for two new adverts which many claim paint a negative picture of breastfeeding in public.

One of the controversial adverts shows a baby breastfeeding accompanied by the text: "75% say breastfeeding in public is fine, 25% say put them away. What's your way?"

The second one features a crying baby and reads: "36% are for feeding him when he cries, 64% are passionately against it. What's your way?"

dove advert

According to the BBC, the Advertising Standards Authority has received 151 complaints, including concerns the ad perpetuates a negative image of breastfeeding in public.

"Unmumsy Mum" blogger Sarah Turner wrote an open letter to the brand on her Facebook page saying that supporting the "dangerous" view that it ****is acceptable to criticise breastfeeding in public could put mums off.

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"No woman should be made to feel ashamed for feeding their baby in public," she wrote.

"If you are standing with people who think breastfeeding in public is not okay, are you also with them if they ask a breastfeeding mum to cover up, or if they think she would be better off sat feeding in a restaurant toilet?"

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Baby Milk Action, a non-profit organisation, called the "What's your way?" campaign "seriously misguided".

In a Facebook post, it said: "Please do not be intimidated by the Dove marketing campaign condoning those who object to breastfeeding in public.

"It is illegal to discriminate against anyone for how they feed their child in public."

In their official website, Baby Dove say their vision is that "with Baby Dove, there's no right or wrong way to be a parent – only your way. Discover our vision for making caring for baby all about the way you know best".

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