Breastfeeding campaigners force Mothercare to apologise for ‘brushing off’ low breastfeeding

Breastfeeding campaigners force Mothercare to apologise for ‘brushing off’ low breastfeeding statistics with a joke in its parenting magazine
A parenting magazine owned by Mothercare has been forced to apologise after publishing a joke about low breastfeeding statistics that provoked a flurry of criticism.  Gurgle Magazine cited research that suggests fewer than one per cent of UK mums are still breastfeeding at the recommended 12 month mark, and added the caption: ‘Hands up who’s unduly alarmed by this? Nope, us neither.’ It prompted Lactivist, a campaign group that works to normalise breastfeeding, to brand Gurgle ‘irresponsible’ for ‘brushing off’ the low rate, which it said was an issue a baby and parenting magazine should be ‘greatly concerned’ about.   After Lactivist shared a picture of the article – and an open letter to the magazine expressing their disappointment – with its Facebook followers, Gurgle posted online apologising for any offence caused.  It denied any suggestion the magazine was ‘anti-breastfeeding’.   
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