The Baby Friendly Initiative, UNICEF UK
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Step 8 - Encourage breastfeeding on demand

Standards
  • There should be no restrictions on the frequency or length of breastfeeds.
  • Mothers should be encouraged to breastfeed on demand unless regular feeds are required for acceptable clinical reasons.
Assessment
Requirements at Stage 1:
  • The method used for recording whether breastfeeding mothers have been informed of the importance of breastfeeding on demand.
Requirements at Stage 3:
  • Breastfeeding mothers to confirm that no unnecessary restrictions have been placed on the frequency or lengths of breastfeeds.
  • Breastfeeding mothers to confirm that they have been encouraged to feed on demand.