''NEVER cross a breastfeeding mother'' should be near the top of life's adages.

Sunrise presenter David Koch has found himself the target of indignant women across Australia after adverse comments about public breastfeeding he made on the Seven Network program on Friday.

In response to a story about a Queensland mother being asked to be more discreet with her breastfeeding at a public pool, Koch said it was ''fair enough'' that an attendant had asked her to move.

He later tweeted that, while agreeing with the legal right of mothers to breastfeed in public, doing it discreetly was a ''common courtesy to others''. And he said on Sunrise: ''I've never seen it done in such a high-traffic area.''