On topic, they are obviously providing a biased service. At the end of the day, their aim isn't to increase breastfeeding rates and reduce the amount of women buying their formula!
Most of their advice has to be accurate but at the same time they are in a position to subtly undermine breastfeeding by careful wording. Rather than instilling struggling mothers with confidence, statements like "Jaundice, a yellow skin tinge, can be a sign that your baby isnt getting enough milk" will cause mothers to doubt their ability to produce enough milk. The breastfeeding problems listed on their site are all to do with pain (honestly, there are so many problems breastfeeding women face, couldn't they think of any others?) and they emphasise things like having to have a special healthy diet.As far as the telephone helpline is concerned, I couldn't find out any details about the SMA one but I did find information about a similar one run by Nestle. Their helpline staff consists of only a few "breastfeeding experts" who receive very minimal training. The other helpline staff only had information for formula fed babies and had to put mothers on hold whilst they went to find breastfeeding details. The breastfeeding advice given was reasonable for basic problems but they often ended calls with a soft marketing pitch for formula.
Personally I think formula companies shouldn't provide any breastfeeding advice on their website or helplines and just offer links and telephone numbers of breastfeeding organisations instead. There is no shortage of excellent advice out there but it needs to be made more widely known.
In a related issue, formula companies are buying internet keywords like "breastfeeding", "breastfeeding help" and "breastfeeding support" and using them to display formula adverts. Now that is definitely underhand!