“…Good mothers place their children and the desire to care for and protect them above all else, including their own needs and desires. From preconception through to children reaching adulthood, the good mother is expected to be intensely involved in promoting her children's growth, health, development and emotional wellbeing, including actively seeking information to achieve these ends (Beck and Beck-Gernsheim, 1995;Lupton, 2011Lupton, , 2012Thomson et al, 2011;Wall, 2010). Those women who are viewed as flouting these expectations (for example, by allowing their children to become ill or overweight or by smoking cigarettes while they are pregnant or in the company of their children) are treated with a significant degree of moral opprobrium.…”