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New ads by Aldi, Adidas and Sainsbury’s all feature breastfeeding mothers. Hopefully this will normalise the process to help new parents feed with ease

It may be some time yet until we see a mother in an advert precariously balancing her child/bag/shopping/pets before pushing a nipple into the mouth of a howling, jam-smeared toddler. But when they do, oh boy, are my days as a model really going to get going.

In recent weeks, a series of adverts have appeared from Tu at Sainsbury’s, Adidas and Aldi, all featuring breastfeeding mothers. Some are wearing flowery blouses and have tattoos, others are holding a naked baby between the zips of a sports top. Of course the women are good-looking, of course they are slim, of course we cannot actually see anything as erotically charged or as morally unsettling as an areola – this is still advertising, after all. But it is, surely, a start.

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