How blurring breastfeeding and breastmilk opens doors for formula marketing
Substitution of breastmilk for breastfeeding is the first step in formula marketing. Swap breastfeeding as a complex relationship for a (breast)milk feeding, then swap (breast)milk for (artificial) milk aka formula. Voila! Patent breastmilk components, improve formula composition to mimic breastmilk, open commercial and non-profit milk banks… all to the detriment of women and children who miss out on the nursing relationship. Reducing breastfeeding as a complex relationship between two people to milk feeding then opens a door for the rhetoric of choice when a consumer can choose between two products, two milks. One milk is ever improving to mimic the other.
This is a Nestle ad poster in a Ukrainian clinic where breastfeeding and breastmilk feeding are equated and terms are blurred to make formula marketing easy. Since medicine does not differentiate between nursing at the breast and breastmilk feeding from a bottle, nobody notices the gross deceit of the women and the public.