Breastfeeding

The Baby Friendly Initiative

The Baby Friendly Initiative is a UNICEF worldwide programme established in 1992 to encourage maternity hospitals to implement the Ten Steps to Successful Breastfeeding and to practise in accordance with the International Code of Marketing of Breastmilk Substitutes.

The UNICEF UK Baby Friendly Initiative was launched in the UK in 1994 and, in 1998 it was extended to community health-care services.

The Baby Friendly Initiative works with the health-care system to ensure a high standard of care for pregnant women and breastfeeding mothers and babies. Baby Friendly practices are designed to inform and support mothers and to encourage them to continue breastfeeding for at least six months. WCRF UK and the World Health Organization (WHO) recommend mothers breastfeed exclusively for at least six months.

The International Code of Marketing of Breastmilk Substitutes

The International Code of Marketing of Breastmilk Substitutes was adopted by the World Health Assembly in 1981 to protect and promote breastfeeding and to ensure that marketing of breastmilk substitutes, feeding bottles and teats is appropriate. The Code is an international public health recommendation that aims to protect healthy practices and to regulate the marketing of breastmilk substitutes.

The European Union first transposed the Code into a Directive of the European Commission (EC) in 1991. This Directive applied to infant and follow-on formulae and limited their marketing only to infants less than four months of age. In December 2006 the EC updated the Directive to extend the marketing limitations to infants up to six months. This Directive has been transposed into a national law in the UK and all the other member states.

Breastfeeding Friendly Places

Breastfeeding Friendly Places are retailers and other public places which support breastfeeding mothers. They demonstrate their commitment by adhering to criteria such as access to drinking water and seating. Breastfeeding Friendly Places are recognisable by a window sticker that shows their support.