Why Netmums is giving breastfeeding parents the ‘Ick’

Netmums recent problematic post

Self-proclaimed ‘biggest and best parenting network’ Netmums recently shared a video post on their Instagram page asking parents their views on what age a baby should stop breastfeeding. 

Netmums filmed a range of adults, men and women, talking about their views on the length of time a person should breastfeed a child for. Unfortunately, the end result was a very negative post, with one woman even referring to breastfeeding past 6 months as ‘icky’ and making reference to teeth being a sign it’s time to stop.

WHO and Unicef breastfeeding recommendations

However, the World Health Organisation and UNICEF, recommend all children, in both developed and underdeveloped countries, are breastfed until a minimum of 2 and recognise that worldwide the average weaning rate is 4 years of age.

Furthermore, research shows that the longer a child is breastfed for the increase in benefits to both Mum and child. For example, Mums have a lower risk of breast cancer, cervical cancer, osteoporosis, obesity and cardiovascular issues. Children are at lower risk for obesity, diabetes type 1, asthma, SIDs, ear infections, hospital admissions due to D&V and more. 

In the UK, the most recent statistics have shown 80% of mums initiate breastfeeding but by 6 months only 1% are exclusively breastfeeding and 34% receive any breastmilk at all. 

In the Netmums video 6 months seemed to be the acceptable limit by two of the participants, with one person graciously recommended 12 months maximum. But where does this perception come from?

Advertising by infant formula companies?

Funnily enough when visiting Netmums web page, you are greeted by a huge banner and images advertising a specific brand of follow on milk aimed at children 6+ months!

Coincidence? I somehow don’t think so. 

Looking more closely there is no mention of breastfeeding on their main page, nor any links to breastfeeding on their subheading links. 

In fact, the only mention of breastfeeding/breast milk I could see was on the formula advert stating ‘Inspired by nature. Based on 60 years of Breastmilk research’. This is a line many formula companies use as a marketing ploy most formula companies. It’s used to influence parents into believing their brand is better than others or closer to breastmilk, whist simultaneously exploiting loopholes in the WHO Code of Marketing of Breast Milk Substitutes. 

The wider societal implications

Unfortunately, the Netmums post highlights how we as a society have come so far away from what is biologically normal for our species – that we aren’t educated on how our bodies are meant to be used. It is yet another way ingrained misogyny and the patriarchy are still having a major effect on societal beliefs.

Unfortunately, the Netmums post highlights how we as a society have come so far away from what is biologically normal for our species

Breasts being sexualised over the years has now meant their biological function is often frowned upon, or worse still breastfeeding itself is sexualised and fetishized. 

Is the Netmums apology enough?

Netmums, after facing a lot of backlash, initially turned off comments on the post, only to later delete the post entirely. They put out an ‘apology’ on their Instagram stories, in which they stated ‘clearly the post was poorly judged and included content people found insensitive’. They finished by promising to do better next time.

Netmums, after facing a lot of backlash, initially turned off comments on the post, only to later delete the post entirely.

There is very little accountability for the content they posted and their apology partly comes across as gaslighting. Instead of stating “people found the content insensitive” they should be owning the fact they posted insensitive content. They also claimed they were trying to open up a conversation about breastfeeding based on a research piece, however they didn’t state what research prompted the video. There was no conversation just random people’s views and certainly no positive feedback about breastfeeding included. 

Netmums missed an opportunity to offer education to the people they stopped and spoke to, as well as to their online followers, but chose not to. Simply taking down the post and adding a half hearted apology to their stories is simply not enough. 

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