Women will no longer be told that they should give birth naturally and without medical intervention after the Royal College of Midwives (RCM) confirmed it will be dropping its so called "campaign for normal birth".
It comes after the drive to encourage women to have their babies without the use of epidurals, inductions and caesareans was criticised for making some mothers feel like they "had failed" by opting for medical intervention.
The initiative also came under scrutiny following the inquiry into the deaths of 11 babies and one mother at the Morecambe Bay trust, which found midwives' desire for 'normal births' had contributed to unsafe deliveries.
Professor Cathy Warwick, chief executive of the RCM, denied the campaign had compromised safety, but told The Times it would be ended.
She told the paper: "There was a danger that if you just talk about normal births, and particularly if you call it a campaign, it kind of sounds as if you're only interested in women who have a vaginal birth without intervention.
"What we don't want to do is in any way contribute to any sense that a woman has failed because she hasn't had a normal birth.
"Unfortunately that seems to be how some women feel."