The promotion of breastfeeding initiation and continuation is a global public health priority identified by the World Health Organization (WHO) which set, at the 56th World Health Assembly in 2012, a target to 'increase the rate of exclusive breastfeeding in the first six months up to at least 50%' (Victora et al 2016:486). The tools in use to help achieve this goal include the UNICEF Baby-Friendly Initiative: an international accreditation programme promoting practices that support breastfeeding through a number of channels, including clinical practice, policy development, and campaigning for social and commercial change. Currently 91 per cent of United Kingdom (UK) maternity units have achieved or are working towards Baby-Friendly accreditation (UNICEF 2018a). One of the effects upon UK policy has been the incorporation of monitoring breastfeeding as a specific indicator of health improvement within the Public Health Outcomes Framework. This requires local authorities to prioritise breastfeeding support locally with the aim of increasing breastfeeding initiation and prevalence (Public Health England 2022).
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