An alarming investigation by the consumer advocacy group Which? has uncovered a disturbing number of potentially perilous baby products available for purchase on prominent online marketplaces. The report identifies a total of 150 items, including self-feeding prop feeders and baby sleep pillows, which pose significant risks to infants. The findings have prompted urgent calls for government intervention to hold these platforms accountable for the safety of third-party products.
Disturbing Findings on Infant Safety
The investigation revealed that various online retailers, including Alibaba, AliExpress, Amazon, eBay, Etsy, OnBuy, and TikTok Shop, were allowing the sale of items that could jeopardise infant safety. Which? reported that nearly a quarter of the identified products were listed on Amazon, a platform that professes to prioritise consumer safety.
Sue Davies, head of consumer protection policy at Which?, stated, “The lives of babies are at risk because these platforms won’t stop dangerous products from reaching their customers. We’ve shown how easy it is to find these unsafe products, so it’s impossible to take companies as powerful as Amazon or eBay at their word when they claim safety is a top priority.”
Specific Risks Identified
Among the 150 products flagged by Which?, there were 54 self-feeding devices listed on various platforms, despite a safety alert issued by the Office for Product Safety and Standards (OPSS) back in 2022. These devices allow infants to bottle-feed independently, increasing the risk of choking and aspiration pneumonia, conditions that can arise if milk enters the lungs. Given that choking can often occur without sound, parents may remain unaware of the danger.
Additionally, the investigation highlighted 21 pillow bottle-holders designed for use around a baby’s neck, along with 37 sleep pillows marketed for infants under 12 months. Many of these products featured terms like “newborn” or “infant” and depicted babies using them in cots. In December 2025, the OPSS cautioned that such sleep pillows could lead to suffocation and overheating, conditions that are linked to sudden infant death syndrome (SIDS).
Inadequate Safety Measures
Which? also reported finding 59 baby sleeping bags on platforms such as Alibaba and eBay that lacked essential safety features, such as arm holes or hoods. The lack of compliance with British safety standards raises significant concerns about the potential for suffocation. Among these, 38 were listed on Etsy, including one alarming knitted sleeping bag that obscured a baby’s mouth and nose, raising immediate safety concerns.
In response to the investigation, Alibaba stated that it had swiftly removed flagged products and would focus on educating sellers about compliance. AliExpress also took action to remove unsafe listings and pledged to enhance its monitoring measures. Etsy expressed its commitment to safety by removing all items that violated its policies.
The Role of Government Regulation
The recent findings have sparked a debate about the need for stricter regulations governing online marketplaces. The Product Regulation and Metrology Act, implemented in July 2025, grants the government powers to impose product safety requirements on these platforms through secondary legislation. However, Which? noted that these measures have not yet been enacted, urging ministers to act swiftly to prevent hazardous products from reaching consumers.
A spokesperson for OnBuy reiterated that product safety is of utmost importance and confirmed that they had already removed the flagged items. eBay claimed to employ advanced technology and expert teams to mitigate the risk of unsafe products, while TikTok Shop asserted that it had removed non-compliant items and is committed to maintaining stringent safety standards.
Why it Matters
The safety of infants is a paramount concern for parents and caregivers alike. The findings from Which? serve as a stark reminder of the potential dangers lurking in online marketplaces, where accountability often falls short. As the digital landscape continues to expand, it is crucial for government bodies to enforce robust regulations that ensure the safety of products sold online. Without decisive action, vulnerable consumers, particularly infants, remain at risk from dangerous items that should never have been available for purchase in the first place.
