Unsafe Baby Products Found on UK Online Marketplaces
Potentially hazardous baby products, including self-feeding devices, pillows, and sleeping bags, continue to be sold on UK online marketplaces, according to an investigation by consumer group Which?.
The group identified 150 such items being offered by third-party sellers on platforms such as Amazon, eBay, and TikTok, despite these products having been subject to official safety warnings and recalls.
Sue Davies, head of consumer protection policy at Which?, stated, "The investigation had shown how easy it is to find these unsafe products" and called on the government to hold marketplaces accountable for the safety of products sold on their sites.
Most companies involved have reportedly removed some of the flagged products.
Scope of Investigation and Findings
The investigation focused on three categories of products—sleeping bags, self-feeders, and sleep pillows—that have been the subject of warnings from the Office for Product Safety and Standards (OPSS).
Unsafe products were found listed on eight online marketplaces: Alibaba, AliExpress, Amazon, eBay, Etsy, TikTok, OnBuy, and Wish.
Of the 150 unsafe products identified, over one-third were designed to feed babies from a bottle with minimal or no assistance, posing an "obvious" choking risk, Which? reported.
Specifically, 33 products featured a long straw design, while 21 were pillow bottle-holders intended to fasten around a baby's neck.
These bottle-feeders remained available on multiple platforms despite a 2022 OPSS alert urging businesses to remove such items.
The probe also uncovered 59 sleeping bags with hoods or lacking armholes and 37 sleep pillows marketed for newborns, despite concerns regarding suffocation and overheating, as well as NHS safe sleep guidance.
In December 2025, OPSS issued an alert concerning baby sleep pillows, some of which were promoted with claims of improving night-time sleep.
Calls for Government Action
Davies emphasized, "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."
She further urged the government to "urgently use the new powers it has under the Product Regulation and Metrology Act" to "impose a clear legal duty on online marketplaces for ensuring the safety of products sold through their third-party sellers, with tough enforcement for those that fall short."
Advice for Parents
Which? advises parents not to purchase any self-feeding aids and notes that babies under one year old do not require pillows for sleep.
It also recommends avoiding baby sleeping bags with hoods, without armholes, or with excess material or attachments, and stresses the importance of selecting the correct size sleeping bag.
According to the baby sleep safety charity the Lullaby Trust, the safest place for a baby to sleep is on a firm, flat mattress on their back in a clear cot without toys.
Responses from Online Marketplaces
Seven online marketplaces issued statements responding to the findings.
An Amazon spokesperson confirmed removal of the products highlighted by Which? and stated that the company continuously monitors products listed on its site and takes swift action when potential issues arise.
"Parents trust Amazon because we take customers' safety incredibly seriously, particularly when it comes to babies and infants," the spokesperson said.
Alibaba reported removing any "non-compliant products" and pledged to "continue to educate sellers, and take action against those who violate our terms of use."
AliExpress stated it "takes customer safety and product compliance extremely seriously," confirmed removal of the relevant products from the UK market, and indicated plans to enhance control measures to prevent reappearance.
eBay said it employs "technology, AI and expert teams" to prevent unsafe items from appearing on its platform, has removed some flagged items, and is conducting broader checks to eliminate similar products.
An Etsy spokesperson confirmed removal of all listings flagged by Which?, adding, "Keeping our users safe is paramount."
TikTok stated that the flagged products have been removed and that customers have been notified.
OnBuy confirmed removal of all relevant products and noted close collaboration with OPSS to ensure unsafe and non-compliant products are swiftly removed.
The BBC has contacted Wish and the Department for Business and Trade for comment.
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