Skip to main content


ITV, Start using Lactation Consultants (IBCLC) in your breastfeeding segments on daytime tv

ITV, Start using Lactation Consultants (IBCLC) in your breastfeeding segments on daytime tv

ITV continue to use self professed experts in their segments about breastfeeding on daytime tv. Damaging, outdated and non evidence based advice is causing significant harm to breastfeeding, both on an individual basis and to society as a whole.
It's time they started to use actual, accredited experts like an IBCLC

Why is this important?

Breastfeeding rates in the UK are some of the worst in the world. The media has an ENORMOUS impact on this and could make significant changes to families and health.


Reasons for signing

  • As a breastfeeding mother and peer supporter, it makes me so sad and angry to hear This Morning’s so called expert (she has NO breastfeeding qualifications ffs! How can she be the country’s leading expert?!) spout such wrong and damaging advice :(
  • Why can't the advice be from qualified professionals and evidence based. This morning continue to use 'claimed people at the top of their field'. It is so irresponsible.
  • I have signed today as I am just fed up of the misinformation being allowed to propagate. As a peer supporter, I had to receive training to even just provide mother to mother support. The ladies I know that have worked so hard to achieve the status of IBCLC, are not just passionate about breastfeeding but have hearts full of compassion for mothers. Unlike the sponsored 'experts paraded on the show, who have absolutely no evidence base for their advice and are sabotaging mothers and babies.


2018-09-12 21:54:30 +0100

1,000 signatures reached

2018-09-12 21:11:12 +0100

500 signatures reached

2018-09-12 20:23:32 +0100

100 signatures reached

2018-09-12 20:06:33 +0100

50 signatures reached

2018-09-12 19:58:06 +0100

25 signatures reached

2018-09-12 19:42:54 +0100

10 signatures reached