Baby Dove sparks backlash with adverts 'opposing breastfeeding in public'

Skincare brand Baby Dove has sparked a row over its stance on public breastfeeding with a new advertising campaign.

The Unilever-owned brand’s new poster campaign triggered more than 100 complaints to independent watchdog the Advertising Standards Authority.

The ‘What’s Your Way’ campaign shows a baby being nursed alongside the caption: "75 per cent say breastfeeding in public is fine, 25 per cent say put them away. What’s your way?"

Another poster features a baby crying, and reads: "36 per cent are for feeding him when he cries. 65 per cent are passionately against it."

Unilever has defended the campaign saying it "simply aims to celebrate the different approaches and opinions around parenting".

In an open letter to Dove, blogger Sarah Turner, dubbed "Unmumsy mum", said: “No lady needs to be made to really feel ashamed for feeding their child in public.

“If you’re standing with individuals who suppose breastfeeding in public will not be okay, are you additionally with them in the event that they ask a breastfeeding mum to cowl up, or in the event that they suppose she could be higher off sat feeding in a restaurant bathroom?”

Child Milk Motion, a non-profit organisation, referred to the marketing campaign as “severely misguided”.

In a Facebook post, it wrote: “Please don’t be intimidated by the Dove advertising marketing campaign condoning those that object to breastfeeding in public.

“It’s unlawful to discriminate towards anybody for the way they feed their little one in public.”

This is not the first time the brand has been embroiled in controversy. Earlier this year, Dove came under fire for a misjudged ‘Real Beauty Bottles’ PR stunt which saw its bottles take on various ‘body shapes’ designed to mimic the shape of its female customers.

A Unilever spokesman said: "We believe there are many ways to be a great mum or dad.

"Our campaign simply aims to celebrate different approaches and opinions around parenting, including whether or not mums choose to breastfeed in public, recognising that it's ultimately what works for you and your baby that matters the most."