The recent controversy surrounding a billboard ad featuring cookbook author Molly Baz and her lactation cookies has sparked a heated debate on the double standards in advertising when it comes to women’s health and breastfeeding.
The ad, which initially showcased Baz with her pregnant belly exposed and her breasts covered with a rhinestone bikini top and two oatmeal cookies, was meant to promote her lactation cookies in partnership with the breastfeeding start-up Swehl. However, just three days after it went up in Times Square, it was pulled from rotation due to violating “guidelines on acceptable content.”
The decision to remove the ad has raised questions about the societal stigma surrounding breastfeeding and the portrayal of women’s bodies in advertising. Elizabeth Myer, co-founder of Swehl, expressed her frustration, highlighting the systemic shame still attached to women’s bodies and breasts at the highest levels.
This incident is not an isolated one in the world of advertising. Women’s health content has often been met with resistance, as seen in the rejection of ads for period products and postpartum recovery. The backlash against these ads, however, has often led to increased publicity and awareness, as seen with the Thinx period underwear brand and Tommee Tippee’s breastfeeding campaign.
Despite the controversy, the response to Baz’s cookie campaign has been overwhelmingly positive, with a significant increase in website traffic and new users for Swehl. Baz herself remains optimistic, seeing the situation as an opportunity rather than a setback.
As the debate continues on social media, with some praising the ad as “epic” and others questioning its taste, the conversation around women’s health and breastfeeding in advertising is far from over. The incident has shed light on the need for more inclusive and empowering representations of women’s bodies in the media.
