Baby Friendly Initiative Frequently Asked Questions

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Below are some common questions about the Baby Friendly Initiative. For more information, please contact us on 020 7375 6052/6144 or

Can we implement the standards without going for accreditation?

Experience has shown it is very hard to implement universal standards of care without an external assessed structure. NICE guidelines recognise this and recommend implementing an externally evaluated standards programme.

How much does it cost to go Baby Friendly?

Here are details of all costs. Our report Preventing Disease and Saving Resources report (2012) is a multi-university academic report detailing how a relatively small investment in effective breastfeeding support services would lead to potentially very significant savings through reduced illness.

What do experienced Infant Feeding Co-ordinators give as their top tips for implementing Baby Friendly standards?

Read some case studies from successful Baby Friendly health facilities.

Can we use your logo, your materials or pictures?

Our logo is for use by the Unicef UK Baby Friendly Initiative only. Health-care facilities that are accredited as Baby Friendly can apply to use the Baby Friendly accreditation mark.

We cannot grant wider use of our pictures, as permissions have only been granted for use within Unicef UK materials. Materials (such as leaflets or posters) that are available on our website can be downloaded and used within your service.

For any other queries, please contact the Baby Friendly Initiative office.

Where can I find the latest information on breastfeeding?

Our research pages contain information on the latest breastfeeding research, for a variety of topics. You can read about the benefits of breastfeeding in our 2014 Evidence Document. You may also want to sign up to our news mailings, in order to hear about all the latest news and research.

What drugs are unsafe for a mother when she is breastfeeding?

Taking medication does not usually mean that breastfeeding needs to stop. The Breastfeeding Network provides information and a helpline on drugs and breastfeeding. The Toxicology Data Network and the UK Medicines Information site may also be useful

What is “The Code” and how does it affect health services?

“The Code” is a short name for the International Code of Marketing of Breastmilk Substitutes, and is designed to protect parents and babies from companies seeking to make a profit from selling products that undermine breastfeeding. You can read all about how to work within the Code here.