After reading the article, I had a better idea of the politics behind pulling and toning down the breast milk ads. I must say, it didn't surprise me. It really didn't change my opinion on the matter either. The idea that mothers could be "scared into breastfeeding" based on shock jock style advertising , I felt, was a little ridiculous. Advertise it however whichever sponsoring backer wants to. If the DHHS wants extreme ads in favor of breast feeding, so be it. The same to the formula companies.The idea of breastfeeding is pretty much cemented before baby is ever born. Benefits for breastfeeding are not something that just crop up after giving birth. Whims subject to whomever has an advertisement. All the reasons why it will positively affect your baby's development have already been gone over, in great detail, during the check-ups preceding the actual birth. Pamphlets, discussions with your doctor, research done by the parents (especially first time parents) all lead to an awareness of benefits of breast milk. Having said that, the mothers either will or will not (for various reasons) breastfeed.  The formula companies clearly have an invested interest the publics' favorable view of their products, and the HHS has an interest in the public having healthy babies. I don't feel like the ads needed to be toned down, it is up to the general public (parents in particular) to decide for themselves. If something is relevant to you, you research it yourself. Ideally, you are not basing your actions on something you saw on TV. And if you are, it's not up to the rest of the world to correct you.