Avoiding runny egg yolks, steering clear of deli meats, not eating soft cheeses - the lists of things "not to do" when you're pregnant can seem overwhelming.
And while many may look at the dietary requirements as a bit of overkill, the report in today's paper that one in fourwomen giving birth at Lakes District Health Board facilities are still smokers has to raise a few eyebrows.
The implications of smoking while pregnant are well documented and can range from a higher risk of premature birth to lifelong issues like learning problems.
No doubt there will be a few who simply don't give weight to the evidence behind the potential health implications, but one would like to think the vast majority have, and continue, to try to give up for the health of their baby.
The fact that the numbers are declining shows that Lakes is doing good work in the area but one has to wonder what more can be done. Midwife Lisa Pue believes its an area that needs more focus - suggesting more advertising around the issue.
In the past health boards have hit the headlines offering rewards ranging from vouchers to jewellery to expectant mums who successfully give up the habit.
The concept has been backed up by a major study in the UK this year which found pregnant women were more likely to give up smoking if they were given a financial incentive.
While one would hope that the prospects of a healthy baby would be a better lure than a voucher, the study seems to challenge that. Maybe it needs another look?
