In September, Mayor Bloomberg is launching the latest installment of “Latch On NYC”, a breastfeeding campaign initiative to encourage new moms to nurse their babies.

In the latest campaign, Bloomberg is pushing hospitals to keep baby formulas in check and encourage moms to breastfeed their newborn instead. While moms can still ask for formula, hospital staffers will now be required to give the pros and cons of the breast vs the bottle.

Additionally, 27 out of the 40 hospitals in NYC will also no longer be handing out free bags of formula to the new moms, something that Rhode Island and Massachusetts have already implemented.

“Human breast milk is best for babies and mothers,” explained Health Commissioner Thomas Farley. “With this initiative the New York City health community is joining together to support mothers who choose to breastfeed.”

However, despite the well-documented benefits of breastfeeding, some moms are taking this PSA-like campaign as an intrusion of their right to choose.

“Back Off of the Mamas, Mayor Bloomberg!” wrote Katherine Stone, one of the bloggers on Babble. “It’s a thin line. I think it’s a little bit scary because it begins to infer that it’s a bad, bad thing to feed your child formula.”

No matter what side you choose, we have to admit that these awareness campaigns do serve the purpose of demystifying the topic of breastfeeding, so it hopefully becomes as commonplace a topic (and image) as feeding your child baby formula.