TY - JOUR T1 - Breast is best: just maybe in private? JF - British Journal of General Practice JO - Br J Gen Pract SP - 44 LP - 45 DO - 10.3399/bjgp14X676573 VL - 64 IS - 618 AU - Rosie Sayers Y1 - 2014/01/01 UR - http://bjgp.org/content/64/618/44.abstract N2 - Few people today would argue formula feeding is superior to breastfeeding, with the nutritional, immunological, and emotional benefits of breastfeeding being well documented.1 The World Health Organization (WHO) recommends women should breastfeed their infants exclusively for at least the first 6 months. Yet despite recent efforts to increase maternal education as to why ‘breast is best’, UK breastfeeding rates still fall short. Within the UK only 35% of mothers breastfeed at 1 week, decreasing to as little as 3% at 5 months.2 These low rates have called for a change in our breastfeeding culture. Incentive schemes that pay mothers to breastfeed are being trialled in South Yorkshire and Derbyshire, in which mothers exclusively breastfeeding at 6 months receive £200 in high-street vouchers.3 However do we need financial incentives to look after our children? Some would argue ‘yes’ in accordance with our exceptionally low breastfeeding rates. However others would argue that we need to tackle the ‘bigger picture’ and spend this money on improving support, advice, and providing continuity of care.The Baby Friendly Initiative was started up by WHO and UNICEF in 1991 to encourage a standard best care and practice in hospitals and the community.3 It was successful in increasing the number of breastfed babies at birth by 10% by improving support and education. However, breastfeeding rates still remained low with a large majority of mothers resorting to bottle feeding within the first few days and weeks after birth. Of these mothers 90% reported they would have liked to have continued breastfeeding.4So where is … ER -