Breastfeeding has profound and long-lasting health advantages, but the risks of poor maternal well-being run just as deep. The “breast is best” message has, in many cases, done more harm than good for both breastfeeding and formula feeding women. Words carry a lot of power and we need to be very careful of their use in future breastfeeding promotion campaigns.

For many, the current WHO recommendation of six months of exclusive breastfeeding is simply not realistic and can discourage mothers from even initiating breastfeeding. Instead we should follow a woman-centred approach where mothers are empowered to set their own realistic targets.