During pregnancy I don’t think anyone imagines their baby will be premature. In my mind it was a ‘oh it will never happen to me’. But life had something else in store! 

At 34 weeks pregnant my waters broke- 6 weeks early! Soon after contractions began and it became clear that our daughter was going to arrive that very same night. As she was breach, she was delivered via an emergency C-section. 

Due to her prematurity, she spent the first 3 weeks of her life in Neonatal Intensive Care (NICU) where she was fed via a tube. I had always planned on breastfeeding and I tried multiple times, but due to her prematurity, my milk supply didn’t come in properly and she just couldn’t latch. 

During the pregnancy I hadn’t even looked at formula, so was overwhelmed by the information online and shocked at the prices when it came to buying some. I even asked the nurses in the NICU which one to buy and they couldn’t give me an answer because they could only encourage breastfeeding.

I found very quickly the stigma surrounding formula feeding, including the fact supermarkets are not permitted to offer any discounts on it. In addition, the lack of advertisements for formula before 6 months was tough and I had to do a lot of extensive research to find the right one for our child. This is due to existing regulations which prohibit the advertisement and price reduction of baby formula for babies less than 6 months old.

So there I was, post partum, recovering from major surgery, and unable to feed my newborn. I was riddled with guilt at not being able to provide for my baby, and completely overwhelmed by the fact she was premature, in an incubator, on oxygen, being fed via a tube. What made me feel even worse and like a terrible mum was when a nurse in the NICU asked me to hide my formula, as they have to be seen to promote breastfeeding. 

I am not trying to discredit the ‘breast is best’ principle. I know that breastfeeding has an abundance of benefits for newborns. I even expressed the little milk I had to ensure she got some daily for the first few months. 

But it's crucial to recognise the need for supportive measures for those who can't breastfeed - instead of punishing them or making them feel guilty, or like bad parents.

Currently, the World Health Organization advises exclusive breastfeeding for infants under 6 months. But this standard overlooks the fact that not all parents can do this. Some, like me, have to overcome unanticipated situations, while others might suffer from medical complications, insufficient milk supply or simply do not want to breastfeed.

Let us fight to ensure that every parent can choose the best feeding choice for their child without facing additional financial burdens or guilt. Sign this petition to call for a regulation change: companies should be permitted to advertise and discount the price of baby formula for infants under 6 months. Let's stand together to support all parents, regardless of their feeding choices.