Martucci and Barnhill state: “...we are concerned about breastfeeding promotion that praises breastfeeding as the ‘natural’ way to feed infants...Promoting breastfeeding as ‘natural’ may be ethically problematic, and, even more troublingly, it may bolster this belief that ‘natural’ approaches are presumptively healthier. This may ultimately challenge public health’s aims in other contexts, particularly childhood vaccination.”