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A recent investigation by the consumer advocacy group Which? has uncovered a concerning array of potentially hazardous baby products still being sold through major online marketplaces in the UK. Despite existing safety warnings and recalls, a staggering 150 unsafe items—including self-feeding devices, sleep pillows, and sleeping bags—remain accessible to consumers on platforms such as Amazon, eBay, and TikTok.
Investigation Findings
The Which? study specifically examined three categories of products that have been flagged by the Office for Product Safety and Standards (OPSS). These included sleeping bags, self-feeding devices, and sleep pillows, all of which have raised safety concerns. The investigation revealed these unsafe items listed across eight online marketplaces: Alibaba, AliExpress, Amazon, eBay, Etsy, TikTok, OnBuy, and Wish.
More alarmingly, over a third of the unsafe products were designed to facilitate feeding from a bottle with minimal assistance, posing an evident choking risk. Among these, 33 featured a long straw design, while 21 were pillow bottle-holders intended to secure around a baby’s neck. Such items continue to be available despite a specific OPSS alert issued in 2022 urging their removal.
Additional findings included 59 sleeping bags that either had hoods or lacked armholes and 37 sleep pillows marketed for infants, despite known risks of suffocation and overheating. The OPSS had previously issued warnings regarding baby sleep pillows in December 2025, yet these items persist in the marketplace.
Urgent Call for Regulatory Action
Sue Davies, head of consumer protection policy at Which?, expressed grave concerns about the findings. “The lives of babies are at risk because these platforms won’t stop dangerous products from reaching their customers—despite being fully aware that these items can be deadly,” she stated. Davies urged the government to leverage the new powers granted under the Product Regulation and Metrology Act to impose a strict legal obligation on online marketplaces to ensure the safety of products sold via third-party sellers, backed by stringent enforcement measures for non-compliance.
Ruth Watts, a registered health visitor, echoed these sentiments, highlighting the vulnerability of parents who are often desperate for effective solutions. “Parents are the most vulnerable consumers out there,” she remarked. “We want what’s best for our babies, and if a product promises improved sleep, it’s incredibly tempting.”
To navigate the complexities of choosing safe products, Which? advises parents to avoid self-feeding aids and to refrain from using pillows for infants under one year. They also caution against purchasing sleeping bags that are not appropriately sized or lack essential safety features.
Responses from Online Marketplaces
In response to the investigation, several online platforms issued statements. An Amazon spokesperson confirmed that the highlighted products had been removed and reaffirmed their commitment to consumer safety, particularly for infants. They noted their ongoing monitoring efforts to identify and eliminate potentially hazardous items swiftly.
Alibaba stated it had removed any non-compliant products and vowed to educate sellers while enforcing compliance with their terms of use. AliExpress, eBay, Etsy, and OnBuy all reported similar actions, asserting their dedication to maintaining a safe shopping environment. TikTok also confirmed that the flagged items had been taken down and that they had notified affected users.
The Department for Business and Trade described the findings of the Which? investigation as “incredibly concerning.” A spokesperson stated that any product endangering children should not be available for sale in the UK, whether online or in physical stores. They emphasised that companies must proactively prevent unsafe products from appearing on their platforms, rather than merely reacting when issues are raised.
Why it Matters
The persistence of unsafe baby products on prominent online marketplaces poses a significant risk to the wellbeing of infants and young children across the UK. The findings underscore the urgent need for enhanced regulatory oversight and accountability for online platforms to protect vulnerable consumers. As parents increasingly turn to these marketplaces for essential baby products, it is imperative that robust measures are implemented to ensure their safety, safeguarding the health of the youngest members of society.