After it was mentioned to me that parents at our local hospital are receiving hipp calenders through the registrar of births, I have tried to find out more... Its complicated!

Parents all over the country currently receive marketing materials which undermine breastfeeding when they register their babies birth. This information comes along with their babies birth certificate, in a folder which contains a range of leaflets - some official government ones, along with a leaflet encouraging parents to join Hipp Organics online group. through this group parents will receive free samples, coupons, expert advice etc. they also receive a leaflet for pregnacare's breastfeeding supplement for mothers. 

Some of the parents register their babies with a registrar who visits the hospital, this means that the hospitals rules about marketing materials an compliance with Unicef Baby Friendly Initiative are undermined.

These birth registration folders are provided by Lifecycle Marketing, who also produce Emma's diary.  

At the moment there is a break in the supply of the Lifecycle wallets, so now is the time to take action!


There is an alternative folder that registrars can use and this is distributed by civil ceremonies, this can be provided along with a wallets for death certificates.

So.. What Can you do?

Please check if your local Registrar uses a folder to present birth certificates which is produced by " lifecycle Marketing". If they do, Inform them that some of the leaflets contained in this folder undermine the WHO code (and Unicef baby friendly accreditation that the PCT/Hospital may be in the process of obtaining/ have obtained) and to point out that other alternatives are available. 


let me know the response by commenting below!