While increasing access to basic breastfeeding support training is a laudable goal that we share, the manner in which this new certificate was introduced, with limited communication and without apparent consultation of already certified professionals, raises questions.

An entire ecosystem of "breast pumping coaching" (offered by non-professional lactation influencers) is developing, representing a new marketing niche in the breastfeeding field. However, as this review highlights, much of the information in circulation is not evidence-based.