Who would have thought we'd see the day? A TV ad on RTE for breastfeeding! It's about time.

Sure, the ad only lasts 15 seconds. And all it shows, at first glance, is a real breast-feeding mother cuddling her new-born (look closely and you'll see that her blouse is raised just enough for her baby to actually be suckling). But in a country so uptight about sexuality and the functioning of the human body, this is a major step forward.

The best thing about La Leche League's ads is that they show breastfeeding as a natural, unselfconscious and enjoyable experience for baby and mother.

Unfortunately, our Government still hasn't copped the practical side of breastfeeding, so while it has increased maternity leave to 18 paid weeks (plus eight unpaid weeks), it is still expecting babies to be weaned when mother returns to work. The new regulations say that every workplace must provide breastfeeding areas for mothers up until four months after birth. Yet if mothers take their full leave, they'll be back at work before then. But it's a start, at least, that the Government has acknowledged breastfeeding as an important function of motherhood and one worthy of support.