Mother Jen, with long brown hair and a black nursing top, and midwife Heidi, a smiling blond woman in purple scrubs, check baby Emilia's latch as Jen sits to feed Emilia at Alder Hey hospital in Liverpool.

The Baby Friendly
Initiative

2026 Virtual Conference
18-19 November 2026

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LATEST NEWS AND RESOURCES

Report

Full Report: National Neonatal Project from the Baby Friendly Initiative

Statement

Statement on the Government’s December 2025 response to the CMA infant formula market study

Report

New research from Baby Friendly: National Neonatal Project Executive Summary

Statement

UNICEF UK Baby Friendly Initiative's response to the Rapid Investigation into Maternity and Neonatal Services

Unaffordable infant formula price rises

Recommendations for the UK Government

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LEARN MORE ABOUT THE CODE

WHO Policy Brief on ending unethical marketing practices

The International Code of Marketing of Breastmilk Substitutes

Working within the Code: Health professionals' guide

The impact of infant formula marketing

The power of collaboration

Four Trusts implement the Baby Friendly standards

Access case study

About Baby Friendly

About the Baby Friendly Initiative

Baby Friendly Standards

Breastfeeding in the UK

Support for parents

Baby Friendly Resources

Breastfeeding resources

Relationship building resources

UNICEF UK’s Baby Friendly Initiative has made a real difference in giving our staff the skills and confidence to change the conversation about breastfeeding and early relationship building with parents… Together we can ensure that every single mother and baby receives the very best possible care, at a point in their lives where the information and support we provide will have a profound effect on their future health and development.

Ellie Elkins, Infant Feeding Lead for West Sussex, Sussex Community NHS Foundation Trust

The Baby Friendly Initiative

2026 Virtual Conference 18-19 November 2026