A recent investigation by consumer advocacy group Which? has revealed that numerous hazardous baby products, including self-feeding devices, sleep pillows, and sleeping bags, remain accessible on major online marketplaces in the UK. Despite existing safety alerts and product recalls, the report highlights the alarming presence of 150 unsafe items listed for sale by third-party vendors on platforms such as Amazon, eBay, and TikTok.
Investigation Findings
The investigation focused on three categories of products: sleeping bags, self-feeders, and sleep pillows. Each of these items has faced scrutiny from the Office for Product Safety and Standards (OPSS) due to safety concerns. The findings indicated that unsafe products were available across eight different online marketplaces, including Alibaba, AliExpress, Etsy, OnBuy, and Wish.
Of the 150 unsafe items identified, over a third were self-feeding devices that allow infants to drink from a bottle without assistance, posing significant choking risks. Among them, 33 products featured long straw designs, while 21 were pillow bottle-holders designed to wrap around a baby’s neck. These items continued to be sold despite an OPSS alert issued in 2022 urging retailers to remove such dangerous products.
The investigation also uncovered 59 sleeping bags that either had hoods or lacked armholes, as well as 37 sleep pillows marketed towards newborns—both of which have been linked to suffocation and overheating risks, contradicting NHS safe sleep guidelines. Additionally, in December 2025, the OPSS had issued a warning regarding baby sleep pillows that made dubious claims about enhancing sleep quality.
Calls for Action
Sue Davies, the head of consumer protection policy at Which?, expressed grave concern over the ease with which unsafe products can be found online. “The lives of babies are at risk because these platforms won’t stop dangerous products from reaching their customers—despite being well aware of the potential dangers,” she stated. Davies urged the government to leverage new powers under the Product Regulation and Metrology Act to enforce stricter safety obligations on online marketplaces.
Ruth Watts, a registered health visitor and social media advisor, echoed these concerns, noting that parents are particularly vulnerable consumers. “We want what’s best for our babies, and desperation for sleep can lead us to consider products that may not be safe,” she warned. Watts advised parents against purchasing self-feeding aids and stressed that infants under one year old should not need sleep pillows.
Marketplace Responses
In light of the findings, several online marketplaces have responded. An Amazon spokesperson stated that they had removed the flagged products and continuously monitor listings for safety issues. They emphasised their commitment to customer safety, particularly regarding infants. Similarly, Alibaba claimed to have eliminated non-compliant products and pledged to educate sellers on safety standards.
AliExpress highlighted its proactive measures in removing unsafe items from the UK market and enhancing control measures to prevent their reappearance. eBay mentioned its use of technology and expert teams to maintain product safety, while Etsy confirmed the removal of all flagged listings. TikTok stated that the identified products had been taken down, and OnBuy asserted its collaboration with OPSS to swiftly remove unsafe items.
A spokesperson from the Department for Business and Trade described the results of the Which? investigation as “incredibly concerning.” They emphasised the need for companies to take proactive steps to prevent hazardous products from being listed for sale, asserting that consumer safety must be prioritised.
Why it Matters
The persistence of unsafe baby products in online marketplaces poses a significant risk to vulnerable infants and their families. As digital shopping becomes increasingly prevalent, the responsibility to ensure product safety falls heavily on both marketplace operators and regulatory bodies. The findings from Which? signal an urgent need for reform in how online platforms manage third-party sales, highlighting that consumer trust hinges on the rigorous enforcement of safety standards. The health and safety of children must remain paramount, prompting immediate action from all stakeholders to eliminate hazardous items from the market.