Breastfeeding is a key public health determinant, with documented effects on the prevention of noncommunicable diseases for mothers, infants, and children. In Italy, however, exclusive breastfeeding rates remain low and uneven, while supportive policies are still insufficiently integrated. The Baby- Friendly Initiative (BFI), promoted by WHO and UNICEF, represents the gold standard for protecting, promoting, and supporting breastfeeding through the Ten Steps and the International Code of Marketing of Breast-milk Substitutes. This article outlines the status and development of BFI in Italy, highlighting the role of the Istituto Superiore di Sanità and UNICEF Italy within the Joint Action PreventNCD. It examines implementation challenges, the influence of social and commercial determinants in local contexts, and future perspectives for consolidating BFI as an integral component of national health promotion and prevention policies.