‘Breast is best’ slogan not convincing mums to breastfeed

June 22nd, 2010 - 4:41 pm ICT by ANI  

London, June 22 (ANI): The ‘breast is best’ slogan that had been brought out by the British government has been asked to be dropped by campaigners who say it is not convincing new mums to breastfeed.

The Breastfeeding Network says the slogan portrays breastfeeding as something special rather than as the norm, but the Department of Health says it is only following official guidance.

“We’ve got to knock breastfeeding off this pedestal,” the BBC quoted Lesley Backhouse, chair of The Breastfeeding Network, who asked the Department of Health to change the slogan, as saying.

“It implies something special, whereas breastfeeding is the physiological norm, and suggests that formula is the standard way to feed babies.

“Breastfeeding is the only case where the biological norm is expressed as the exception rather than the rule,” she stated.

The Department of Health is in agreement when it comes to the benefits of breastfeeding, but says it is not originally their slogan.

“Breastfeeding is good for babies, good for mothers and incredibly convenient. It’s crucial that mothers get the support they need to make breastfeeding a success for them and their baby,” a spokesperson said.

Janet Fyle, midwifery advisor at the Royal College of Midwives, says she supports the view of The Breastfeeding Network that the ‘breast is best’ slogan is outdated.

“It’s time to normalise breastfeeding and create the right conditions for mothers to breastfeed in comfort, wherever they go, whether that’s in a restaurant or a shop when they’re out and about,” she added. (ANI)

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