Skincare brand Dove is being rinsed over an advertising campaign that highlights public criticism of breastfeeding.
The UK’s Advertising Standards Authority has received more than 150 complaints over the advertisements, one of which reads, “75 per cent say breastfeeding in public is fine, 25 per cent say put them away. What’s your way?”.
The message is carried through on Dove UK’s website, which reads, “So whether you’re among the 66 per cent who think that breastfeeding in public is fine, or the 34 per cent who think otherwise, whatever choice you make, we are with you every step of the way.”
The brand claims the campaign celebrates different parenting styles, but plenty of Brits aren’t seeing it that way.
High-profile blogger Sarah Turner of Unmumsy Mum posted an open letter to Dove on social media in which she called the message “dangerous”.
“What you have actually said is that alongside supporting those who think breastfeeding in public is ‘fine,’ you also support those who do NOT think it is fine. I.e. you SUPPORT people who OPPOSE breastfeeding in public, and are with them ‘every step of the way’,” she wrote.
“By all means support a range of parenting CHOICES but please do not offer your support to a dangerous attitude that could put new mums off breastfeeding in public.”