The initiative was introduced to the United Kingdom in 1993, but, although improvements have been reported, 3
rates of breast feeding in the UK are still among the lowest in the world.4 5 Recent reports from the National Institute for Health and Clinical Excellence (NICE) urge NHS units to become baby friendly to improve
rates of breast feeding and save money.4 6 Data from the millennium cohort study, however, show that
though participating maternity units in the UK increased
rates of
initiation of breastfeeding, duration did not increase.5 Other strategies are therefore required to support mothers in the UK to breast feed for the recommended time.