The organisers of an annual Belfast festival celebrating all things breastfeeding have expressed anger after their name was used by a well-known baby brand to promote a similar event.
Breastival, which has been held since 2016, takes place from this weekend as part of World Breastfeeding Week.
But those behind the annual family festival have hit out at Tommee Tippee, which produces products including baby bottles and breastfeeding pumps, for organising an event of the same name and using a near identical colour scheme in its branding.
They say the firm has embarked on a "misleading" marketing campaign which has nothing to do with the long-standing Belfast event.
Tommee Tippee's online Breastival event is billed as "a week of top tips, product reviews, real mum stories, exclusive deals, midwife Q&As and competitions" with headliners including presenter Mylene Klass and actress Gemma Atkinson.
Belfast Breastival co-founder Dr Jennifer Hanratty was contacted by one of this year's speakers to say the firm was using the same name for its event.
"Some of our attendees also admitted having to do a double take because their line-up didn't fit with our event and it was something that they wouldn't want to be associated with," she said.
"Tommee Tippee appear to be trying to promote products that people don't need in an attempt to hijack World Breastfeeding Week, the one time of the year when you get to talk about all things breastfeeding and the importance of support."
Breastival, an event for expectant parents, new families, experienced parents, grandparents and supporters, normally takes place in the Ulster Museum.
But in the context of Covid-19 the volunteer-run festival is preparing for this year's celebrations with its first virtual event, running from August 1-7.
A spokesman for Tommee Tippee said: "At Tommee Tippee, we also believe breastfeeding is best. Our Breastival event is intended to support our mums, and mums-to-be, on this personal and emotional journey, by offering a wide selection of thought-provoking content from a number of different sources.
"The event will include information from professionals, case studies from real mums, product demonstrations from Tommee Tippee employees who have used our products first hand and discount codes for our mums to purchase products that support breastfeeding, like breast pumps, nipple cream and breast milk pouches.
"Although we share the common goal of supporting breastfeeding, we are not connected to the Belfast event and wish them a successful festival."