Breast milk is the bespoke food for a human baby. Breastfeeding ensures all the baby’s nutrient needs are met, encourages development, protects the baby’s and mother’s health in the short and long term, and of course supports a close and loving bond to develop between mother and child. In order to protect breastfeeding, it is important that all those who offer advice to families have accurate and unbiased information about infant feeding, including clear information about infant formula and support for responsive feeding using breast milk substitutes where this is required. The Institute of Health Visiting is committed to supporting all mothers and works within the WHO Code of marketing of breastmilk substitutes to enable, support and protect breastfeeding and ensure consistent messaging.