The nanny state? Mothers could be given shopping vouchers for breastfeeding their babies

Levels of breastfeeding in the UK are among the lowest in Europe.

Health Reporter

Low breastfeeding rates in parts of the UK could be tackled by offering mothers up to £200 in shopping vouchers, researchers have said.

A study in Derbyshire and South Yorkshire will investigate the impact of offering the financial incentive to mothers in neighbourhoods where very few women breastfeed their babies. Breastfeeding offers a number of health benefits to both mothers and babies, but levels in the UK are among the lowest in Europe. Fewer than 20 per cent of mothers breastfeed for six to eight weeks in some parts of the UK.

In a creative – and not uncontroversial – attempt to address the issue, researchers from the University of Sheffield are to run a pilot scheme investigating whether financial incentives are an effective way of increasing uptake.

Mothers included in the study will be offered shopping vouchers worth up to £120 if their babies are breastfed up to six weeks old, and a further £80 if they continue to breast feed up to six months. If successful, the scheme will be tested nationwide over the next two years.

“Breast milk is perfectly designed for babies and provides all they need for the first six months of their life,” said Dr Clare Relton, from the University of Sheffield’s School of Health and Related Research.

“Offering financial incentives for mothers to breastfeed might increase the numbers of babies being breastfed, and complement on-going support for breastfeeding provided by the NHS, local authorities and charities.”

However, the Royal College of Midwives (RCM) said that “a much bigger social and cultural problem” needed to be tackled to increase rates in the long-term.

Across the UK, 81 per cent of babies are breastfed, according to the most recent figures, which date from 2010. But women living in more deprived areas and those who left education earlier are more likely not to breastfeed.

Janet Fyle, professional policy advisor at the RCM, said that while she did not oppose all financial incentives, efforts to improve breastfeeding rates must address broader health inequalities.

“In many areas, including those in this study, there are generations of women who may not have seen anyone breastfeeding their baby, meaning it is not the cultural norm in many communities,” she 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 well-being of her child.”

Professor Mitch Blair of the Royal College of Paediatrics and Child Health 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.”

Babies who are breastfed are better protected against chest and ear infections, and are less likely to suffer from diarrhoea, vomiting and constipation.

Mothers also benefit from a reduced risk of getting breast and ovarian cancers, and evidence suggests that lots of skin to skin contact improves the bond between mother and baby.

News
scienceExcitement from alien hunters at 'evidence' of extraterrestrial life
Life and Style
Customers can get their caffeine fix on the move
food + drink
News
newsRyan Crighton goes in search of the capo dei capi
Extras
indybest

PROMOTED VIDEO
Life and Style
ebooksA superb mix of recipes serving up the freshest of local produce in a delicious range of styles
Life and Style
ebooksFrom the lifespan of a slug to the distance to the Sun: answers to 500 questions from readers
Arts and Entertainment
Actors front row from left, Jared Leto, Jennifer Lawrence, Meryl Streep, Ellen DeGeneres, Bradley Cooper, Peter Nyongío Jr., and, second row, from left, Channing Tatum, Julia Roberts, Kevin Spacey, Brad Pitt, Lupita Nyongío and Angelina Jolie as they pose for a
film
Sport
sport
Life and Style
techCould new invention save millions in healthcare bills?
Sport
David Moyes gets soaked
sport Moyes becomes latest manager to take part in the ALS challenge
Voices
A meteor streaks across the sky during the Perseid Meteor Shower at a wind farm near Bogdanci, south of Skopje, Macedonia, in the early hours of 13 August
voicesHagel and Dempsey were pure Hollywood. They only needed Tom Cruise, says Robert Fisk
News
peopleEnglishman managed quintessential Hollywood restaurant Chasen's
Life and Style
food + drinkHarrods launches gourmet food qualification for staff
Arts and Entertainment
Michael Flatley prepares to bid farewell to the West End stage
danceMichael Flatley hits West End for last time alongside Team GB World champion Alice Upcott
Life and Style
Horst P Horst mid-fashion shoot in New York, 1949
fashionFar-reaching retrospective to celebrate Horst P Horst's six decades of creativity
News
Members and supporters of the lesbian, gay, bisexual, transgender (LGBT) community walk with a rainbow flag during a rally in July
i100
Life and Style
Black Ivory Coffee is made using beans plucked from elephants' waste after ingested by the animals
food + drinkFirm says it has created the "rarest" coffee in the world
Life and Style
news

As Voltaire once said, “Ice cream is exquisite. What a pity it isn’t illegal”

Life and Style
food + drinkThese simple recipes will have you refreshed within minutes
Independent
Travel Shop
the manor
Up to 70% off luxury travel
on city breaks Find out more
santorini
Up to 70% off luxury travel
on chic beach resorts Find out more
sardina foodie
Up to 70% off luxury travel
on country retreats Find out more
Latest stories from i100
Have you tried new the Independent Digital Edition apps?

ES Rentals

    Independent Dating
    and  

    By clicking 'Search' you
    are agreeing to our
    Terms of Use.

    iJobs Job Widget
    iJobs General

    Network Engineer - CCNP, Hedge Fund, London

    £50000 - £60000 per annum: Harrington Starr: Network Engineer - CCNP, Hedge Fu...

    Senior Network Engineer-CCIE, Multicast, Low Latency

    £60000 - £70000 per annum: Harrington Starr: Senior Network Engineer-CCIE, Mul...

    Network Infrastructure Engineer

    £30000 - £50000 per annum: Harrington Starr: Network Infrastructure Engineer (...

    Network Engineer (CCNP, BGP, Multicast)

    £35000 - £45000 per annum: Harrington Starr: Network Engineer (CCNP, BGP, Mult...

    Day In a Page

    All this talk of an ‘apocalyptic’ threat is simply childish

    Robert Fisk: All this talk of an ‘apocalyptic’ threat is simply childish

    Chuck Hagel and Martin Dempsey were pure Hollywood. They only needed Tom Cruise
    Mafia Dons: is the Camorra in control of the Granite City?

    Mafia Dons: is the Camorra in control of the Granite City?

    So claims an EU report which points to the Italian Mob’s alleged grip on everything from public works to property
    Emmys look set to overhaul the Oscars as Hollywood’s prize draw

    Emmys look set to overhaul the Oscars as Hollywood’s prize draw

    Once the poor relation, the awards show now has the top stars and boasts the best drama
    What happens to African migrants once they land in Italy during the summer?

    What happens to migrants once they land in Italy?

    Memphis Barker follows their trail through southern Europe
    French connection: After 1,300 years, there’s a bridge to Mont Saint-Michel

    French connection: After 1,300 years, there’s a bridge to Mont Saint-Michel

    The ugly causeway is being dismantled, an elegant connection erected in its place. So everyone’s happy, right?
    Frank Mugisha: Uganda's most outspoken gay rights activist on changing people's attitudes, coming out, and the threat of being attacked

    Frank Mugisha: 'Coming out was a gradual process '

    Uganda's most outspoken gay rights activist on changing people's attitudes, coming out, and the threat of being attacked
    Radio 1 to hire 'YouTube-famous' vloggers to broadcast online

    Radio 1’s new top ten

    The ‘vloggers’ signed up to find twentysomething audience
    David Abraham: Big ideas for the small screen

    David Abraham: Big ideas for the small screen

    A blistering attack on US influence on British television has lifted the savvy head of Channel 4 out of the shadows
    Florence Knight's perfect picnic: Make the most of summer's last Bank Holiday weekend

    Florence Knight's perfect picnic

    Polpetto's head chef shares her favourite recipes from Iced Earl Grey tea to baked peaches, mascarpone & brown sugar meringues...
    Horst P Horst: The fashion photography genius who inspired Madonna comes to the V&A

    Horst P Horst comes to the V&A

    The London's museum has delved into its archives to stage a far-reaching retrospective celebrating the photographer's six decades of creativity
    Mark Hix recipes: Try our chef's summery soups for a real seasonal refresher

    Mark Hix's summery soups

    Soup isn’t just about comforting broths and steaming hot bowls...
    Tim Sherwood column: 'It started as a three-horse race but turned into the Grand National'

    Tim Sherwood column

    I would have taken the Crystal Palace job if I’d been offered it soon after my interview... but the whole process dragged on so I had to pull out
    Eden Hazard: Young, gifted... not yet perfect

    Eden Hazard: Young, gifted... not yet perfect

    Eden Hazard admits he is still below the level of Ronaldo and Messi but, after a breakthrough season, is ready to thrill Chelsea’s fans
    Tim Howard: I’m an old dog. I don’t get too excited

    Tim Howard: I’m an old dog. I don’t get too excited

    The Everton and US goalkeeper was such a star at the World Cup that the President phoned to congratulate him... not that he knows what the fuss is all about
    Match of the Day at 50: Show reminds us that even the most revered BBC institution may have a finite lifespan – thanks to the opposition

    Tom Peck on Match of the Day at 50

    The show reminds us that even the most revered BBC institution may have a finite lifespan – thanks to the opposition