Academics called breastfeeding 'ethically problematic' because it endorses 'gender roles', Their view is gaining traction

U.S. academics wrote in study published in 2016 that the promotion of breastfeeding as the "natural" way to feed infants is "ethically problematic." 

The academics argued that the term "breastfeeding" could "endorse controversial set of values about family life and gender roles." 

Now, major hospitals in the United Kingdom are echoing these points.

GRTWT.