Parents are being urged to take extra care when shopping online after a consumer watchdog uncovered dozens of 'potentially lethal' baby products still being sold across major marketplaces. An investigation by Which? found around 150 unsafe items available to shoppers despite previous safety warnings.
Dangerous Products Found on Popular Platforms
The items - including self-feeding devices, baby pillows and sleeping bags - fall into categories that have already been flagged by the Office for Product Safety and Standards (OPSS). Listings were found on a range of popular platforms, including Alibaba, AliExpress, Amazon, eBay, Etsy, OnBuy, TikTok Shop and Wish. The watchdog said it focused on three particularly high-risk categories - self-feeding aids, sleep pillows and baby sleeping bags - all of which have been subject to official safety alerts in recent years.
Self-Feeding Devices Pose Choking Risk
Among the most concerning were self-feeding devices designed to allow babies to drink from a bottle without help. Which? found 54 such products for sale across multiple sites, including 21 pillow-style bottle holders that attach around a baby’s neck, reports PA. According to the OPSS safety alert, issued in 2022, this creates a risk of serious harm or death from choking on the feed. As per their guidance, these items pose a serious risk because babies cannot control milk flow or recognise when to stop feeding, increasing the danger of choking or aspiration pneumonia - when liquid enters the lungs.
Sleep Products Linked to Suffocation and Overheating
Sleep products were another major concern. The watchdog identified 37 baby pillows marketed for infants under 12 months, despite warnings that such items can lead to suffocation or overheating. Many listings described the pillows as helping babies sleep better or showed them being used in cots. In one case, a reviewer on AliExpress warned a pillow was 'way too heavy for a newborn', even though the product listing suggested more than 1,200 had already been sold. Which? also raised concerns about 59 baby sleeping bags, which it believed were unsafe. Some included hoods that could slip over a baby’s face, while others lacked arm holes, increasing the risk of a child sliding down inside. Of these, 38 were found on Etsy, including one knitted sleeping bag pictured covering a baby’s mouth and nose. Six potentially dangerous items were also identified on Amazon, some of which were fulfilled directly by the company rather than third-party sellers.
Consumer Group Calls for Stronger Action
Sue Davies, Which? head of consumer protection policy, said: “The lives of babies are at risk because these platforms won’t stop dangerous products from reaching their customers - even though they are well aware that these products can be deadly. “Which? has shown how easy it is to find these unsafe products with simple tools, so it’s impossible for us to take companies as powerful as Amazon or eBay at their word when they claim safety is a top priority. Lives will be at risk until online marketplaces are finally forced to clean up their act.”
Tips for Safe Shopping for Baby Products
Which? experts share tips on how to buy baby products safely online: When buying items for babies or young children, safety should always come first. For essential products such as sleeping bags or toys containing magnets or batteries, experts advise avoiding third-party sellers on online marketplaces where checks can be less strict. Instead, buy from recognised retailers or trusted brands. For baby sleeping bags, never choose one with a hood, no armholes, or added extras like bows or novelty attachments, as these can increase the risk of suffocation. Sleeping bags must meet strict safety standards, so avoid products marketed for multiple uses. Always choose the correct size for your baby - if they could slip down inside it, it should not be used. Baby sleep pillows should not be used for infants under one year old, particularly in cots or cribs, due to the risk of suffocation and overheating. Experts also warn against using baby self-feeding aids, as they can increase the risk of choking. Parents and carers are advised to follow official safe sleep guidance from organisations such as the NHS and The Lullaby Trust to help reduce risks.
Marketplaces Respond and Remove Products
Following the findings, most marketplaces said they had removed the flagged products. Alibaba said it had 'swiftly removed the non-compliant products' and would continue to take action against sellers who breach its rules. AliExpress confirmed the items had been taken down and said it would strengthen checks to prevent them from reappearing. Amazon said it had removed the items while it investigates, and encouraged customers with concerns to contact its customer service team. eBay, Etsy, OnBuy and TikTok Shop also confirmed removals and additional checks. All the marketplaces said they had removed the flagged items from sale, except for Wish, which did not respond.
Which? is urging parents and carers to be cautious when buying baby products online, warning that unsafe items can quickly reappear on marketplaces - and that extra care is needed when products claim to improve feeding or sleep.
