Hiccups can cause a bit of reflux so it's best to have them sat up slightly (bouncy chair I find works well). Earl is a hiccuppy baby (always been told that it means they are thriving as it's a sign of growth...don't know how true this is but still) and he hates them so I usually either hold him sat up, on my shoulder or like I say in his bouncy chair (I can also distract him when he's in these positions). He's getting more used to them now though, but when you have them 5-6 times a day, I can imagine it gets frustrating. I used to get them lots as a child so he must get it from me....poor thing!