12.11.13
Shopping vouchers offered to encourage breastfeeding
A pilot study has sparked controversy for offering financial incentives to encourage breastfeeding in areas of the country with lower rates.
Launched by Sheffield University, the scheme would see 130 mothers in low-income areas of Yorkshire and Derbyshire – where bottle-feeding is currently the norm – offered up to £200 in shopping vouchers to breastfeed.
Breastfeeding protects babies in a variety of ways and the World Health Organisation recommends breastfeeding until at least six months. In the UK, only 35% of mothers are still breastfeeding at this date.
Mothers will be offered vouchers if they are breastfeeding at two days, ten days, six weeks, three months and six months. The pilot aims to see if the concept would work in real life and help to combat negative attitudes and stigma against breastfeeding.
Dr Clare Relton, study lead, said: “Not breastfeeding is a cause of inequality. Mums and babies have better outcomes if they breastfeed. In parts of the UK, infant formula feeding is the norm. Mums haven't been breastfed themselves and haven't seen anyone breastfeeding. The skills required have been lost in some communities.
“It is a way of acknowledging both the value of breastfeeding to babies, mothers and society.”
Professor Mitch Blair, officer for health promotion for the RCPCH, encouraged the positive promotion of breastfeeding but warned that financial incentives “may not necessarily be the right way to go about it”.
He said: “It is more important that those mothers who wish to breastfeed are appropriately and fully supported to do so prior to, and following the birth and know the best techniques to feed their baby and keep themselves comfortable at the same time.
“We know that there are excellent health economic arguments for breastfeeding including fewer chest and ear infections, less risk of sudden infant death and children being less likely to become obese. Financial incentives may work as it has done for immunisations in some places but should not be seen as a substitution for such practical support. It will be important for us to ensure that mothers who physically cannot breastfeed or whose baby has a specific medical condition do not feel penalised inadvertently.”
Royal College of Midwives (RCM) policy adviser Janet Fyle said: “The motive for breastfeeding cannot be rooted by offering financial reward. It has to be something that a mother wants to do in the interest of the health and wellbeing of her child.”
Tell us what you think – have your say below, or email us directly at [email protected]