Key findings:
• The views of parents, antenatal teachers, midwives and policy makers differed on the value of the revised Chief Medical Officer guidance for expectant mothers. Some found a simple, clear ‘don’t drink’ message helpful and easy to communicate. Others felt that the guidance didn’t sufficiently reflect the evidence and could create anxiety.
• There was concern that advice on pregnancy planning did not reflect the reality of women’s lives, and implied that all women of child-bearing age should avoid alcohol.
• Some participants were concerned about ‘social shaming’ of women if they decided to have a drink at any point in their pregnancy.
• Participants felt public health messages should also encourage partners, family and society at large to be more supportive of women’s decisions.