This paper analyses the implementation level of a breast-feeding incentive program at Government healthcare facilities in Recife, Pernambuco State, Brazil, through a normative assessment conducted through 84 Family Health Teams and at 42 Health Centers in January 2002. A tool containing structured questions was used, related to rules and routines for promoting breast-feeding. The Family Health Teams performed better, with the actions implemented in 7.1% of these Teams and at none of the Health Centers; they were rated as 'not implemented' for 1.2% of the Family Health Teams and 47.6% of the Health Centers. This leads to the conclusion that implementation levels are not satisfactory, reflecting difficulties in breaking away from clinical practice and individual habits in order to introduce universal and all-round health promotion measures.