The image on the right, part of an anti-smoking TV ad in New Zealand, has been removed from the commercial after protests by a pro-breastfeeding lobby.
La Leche League pressured the New Zealand government into censoring the image, which they felt would weaken the argument for breast-feeding. Story here.
The dad in the spot is Kiwi rugby player Piri Weepu. He is doing what any dad would do…assisting with the feeding of his baby. It’s entirely possible that he is feeding pre-pumped breast milk, something fathers routinely do to allow mom some sleep time. But this was not material to the position taken by La Leche League.
It’s not mom’s breast, so it’s not acceptable.
I am anxiously waiting to see how this one plays out. A Facebook page has sprung up to bring back the images of Piri feeding his baby. They already have 3,300 Likes.
It’s bad enough that fathers have to sit through innumerable “Moms know best” positionings for children’s products (Vicks for example, which we blogged about here).
But the idea that an image of a loving father bottle-feeding his child should be deemed inappropriate should not go unchallenged.