A campaign from Baby Dove has been labeled as "seriously misguided" by a non-profit group for seemingly condoning the views of those who object to breastfeeding in public.
One poster in the Unilever-owned brand's 'What's Your Way' campaign depicts a baby being nursed alongside the text: '75% say breastfeeding in public is fine, 25% say put them away. What's your way?'.
The Advertising Standards Authority told The Drum that it has received 117 complaints about the campaign so far, pending further investigation.
The creative has also sparked a backlash online, with Baby Milk Action – a group which monitors advertising around baby food – slamming Dove on Facebook, and pointing out that it is illegal to discriminate against anyone for how they feed their child in public.
— lizzy Lewis (@lizzylewis93) July 1, 2017
Another poster features a crying baby, and reads: '36% are for feeding him when he cries. 64% are passionately against it'.
1. What has soap got to do with Breastfeeding?/ feeding in general 2. Why would anyone support being "passionately against" Breastfeeding? pic.twitter.com/pEjIl1m9Np
— Dilan and Me (@dilanandme) July 1, 2017
The Drum has reached out to Unilever for comment on the campaign, and the FMCG giant said: "We believe there are many ways to be a great mum or dad. Our campaign simply aims to celebrate the 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."
Earlier this year, the brand came under fire for a misjudged 'Real Beauty' PR stunt which seen its bottles take on various 'body shapes' designed to mimic the shape of its female customers.
UPDATE: This campaign has since been axed, with a Dove spokesperson saying it had not "come across as intended".