A shocking new ad campaign shaming women about what they eat during pregnancy.

Another day, another ad to make you stressed about your baby’s health. Sorry.

We’re all familiar with the saying ‘you are what you eat’, but women who are pregnant or breastfeeding tend to be eating for two.

A new ad campaign, designed to educate women about the importance of eating healthily while nursing, plays on this idea with the slogan “your child is what you eat.”

In a series of disturbing posters from Brazilian Paediatric organisation SPRS, the words are painted across mothers’ breasts alongside images of junk food — creating the illusion of babies consuming fast food.

Each of the posters declares that the “habits in the first thousand days of gestation can prevent your child from developing serious diseases.”

According to the SPRS website, “love and affection are vital, but it is important to educate and inform mothers about the procedures necessary for proper nutrition and baby care.”

The campaign draws on research by Robert Waterland, a professor at the Baylor College of Medicine, which revealed that healthy diets in pregnant women actually affect genetic expression of their babies and can protect them from developing tumours.

The flipside of which is that unhealthy diets were found to negatively affect children’s immune systems.

Breast milk is composed of proteins, fats, vitamins, and carbohydrates, which supply newborns with nutrients they need to build healthy immune systems.

It’s important for pregnant women and breast feeding mums to increase their daily calorie intake, and yes, make good decisions at meal times.

But for already anxious new mums, we’re not sure this ad is remotely helpful.

What do you think of the ad? Is it a little over the top?