Britain has the lowest breastfeeding rate of all countries in Europe; it is no longer the cultural norm in our society. Breastfeeding rates are affected by public attitude. This state of affairs is partly because of society's views on breastfeeding mothers, even though breastfeeding is known to be the optimum method of infant feeding for the baby, family and society. Common themes in the literature and websites are the economic advantages of breastfeeding, the public health benefits and the social construct of breastfeeding. Paediatric nurses have an important role in supporting breastfeeding mothers so that they are able to continue breastfeeding.