Watchdog warns that baby sleep ads may endanger infants

The Advertising Standards Authority examined 350 online ads for infant products and identified that 59% were high-risk, promoting devices that claim to relieve reflux, colic or sleep problems by positioning or elevating the baby. Such claims clash with NHS and Lullaby Trust recommendations that babies sleep on a flat, firm surface, and the ASA warned that these practices could lead to serious injury or death. Sixty advertisements were selected for follow-up due to potential physical harm, including images of infants strapped into questionable sleep gear.

The regulator issued its alert together with the Office for Product Safety and Standards, which highlighted dangers of sleeping bags lacking arm holes or featuring hoods. Officials urged parents to rely on trusted health and safer-sleep advice rather than quick-fix marketing promises.