A key reason why women said they drank in pregnancy was that they were unaware they had conceived.
The health of the baby was the key reason women said they abstained or reduced alcohol consumption in pregnancy.
Some women did not consider drinking low levels to be harmful although this perception did not influence their decision whether to drink or not in pregnancy.
Women who drank in pregnancy without realising that they were pregnant expressed concerns about the health and safety of the fetus, yet some did not discuss such concerns with their midwives.
ABI might not be particularly beneficial to the current pregnancy in terms of reducing harm to the fetus because a considerable number of women drank in early stages of pregnancy before the first antenatal appointment.
A good relationship with a midwife was considered necessary to enhance sensitive information disclosure.
Few women reported that they did not receive ABI and were not followed-up to determine whether they had stopped drinking alcohol even though they indicated at the first appointment that they were drinking.