A campaign designed to promote Unilever’s Baby Dove range has backfired after health organizations, popular mom bloggers and consumers objected to the brand’s ‘support’ for those that believe that breastfeeding in public is wrong.

The brand’s website states, ‘Whether you’re among the 66 percent who think that breastfeeding in public is fine, or the 34 percent who think otherwise, whatever choice you make, we are with you every step of the way’, while a high-profile advertising campaign carries the message ’75 percent say breastfeeding in public is fine, 25 percent say put them away. What’s your way?’

Several consumers took to social media to report their disappointment in the brand – while Baby Milk Action pointed out via Facebook that ‘it is illegal to discriminate against anyone for how they feed their child in public’.

Emma Pickett from the Association of Breastfeeding Mothers told the BBC. “It’s not anyone’s ‘way’ to oppose it unless they fancy going to court or criminal action… This message intimidates new mums and that means increased isolation and greater risk of postnatal mental health issues.”