Campaigners say the "breast is best" slogan is not working and should be abandoned.
The Breastfeeding Network says the slogan is not persuading women to breastfeed their babies.
Breastfeeding should be seen as the norm, campaigners say, whereas the slogan makes it sound like it's something special.
There are many advantages to breastfeeding, with research showing that breast-fed babies enjoy a number of health benefits including a lower risk of becoming obese later in life.
However the BBC reports that Lesley Backhouse, chair of The Breastfeeding Network, wrote to the Department of Health asking for the message "breast is best" to be changed.
"We've got to knock breastfeeding off this pedestal," she told the BBC.
"It implies something special, whereas breastfeeding is the physiological norm, and suggests that formula is the standard way to feed babies.
"Breastfeeding is the only case where the biological norm is expressed as the exception rather than the rule."
A spokesman for the Department of Health told the BBC: "Breastfeeding is good for babies, good for mothers and incredibly convenient. It's crucial that mothers get the support they need to make breastfeeding a success for them and their baby."
Apparently eight in ten women in England try breastfeeding but only one in five is still doing it by the time their baby is six months old.
Janet Fyle, midwifery advisor at the Royal College of Midwives, agrees with The Breastfeeding Network that the "breast is best" slogan is outdated.
"It's time to normalise breastfeeding and create the right conditions for mothers to breastfeed in comfort, wherever they go, whether that's in a restaurant or a shop when they're out and about," she told the BBC.
What do you think? Is the slogan outdated? Read our editor's view on the breast is best slogan before you make up your mind.