95% of parents and carers say they feel confident about baby sleep safety
Just 5% were able to correctly identify all safer sleep setups when shown a range of different sleep environments and products
51% of parents and carers say their baby sleeps in at least one product that goes against safer sleep guidance
New research from The Lullaby Trust reveals a significant gap between how confident parents and carers feel about safer sleep and the reality of what is happening in babies’ sleep spaces, with many families unknowingly using products and setups that don’t follow safer sleep advice.
Released ahead of the national campaign, Safer Sleep Week, the research shows that while 95% of parents and carers say they feel confident about baby sleep safety, just 5% were able to correctly identify all safer sleep setups when shown a range of different sleep environments and products. Despite this high confidence, 51% of parents and carers say their baby sleeps in at least one product that goes against safer sleep guidance, including swings, bouncy chairs, pods or nests.
The survey of 1000 UK parents found that items that don’t follow safer sleep guidelines are present in the vast majority of baby sleep spaces. Nine in ten parents report including items such as teddy bears / cuddly toys, a blanket or throw on top of the mattress, pillows, cot bumpers & sleep positioners. Many parents believe these items are comforting or harmless, highlighting how easily unsafe practices can become normalised through clever marketing.
The research also points to the influence of marketing on parental decision-making. More than half of parents say they use products that are unsuitable for sleep, many of which are promoted using reassuring language such as “comforting” or “breathable”. These descriptions can give parents a false sense of security, even when products do not align with safer sleep guidance.
Safer Sleep Week is The Lullaby Trust’s annual national awareness campaign, designed to share clear, life-saving advice with anyone caring for a baby. This year’s campaign focuses on the “baby necessities”, helping families cut through confusion by understanding which items are genuinely needed for safer sleep and which products can be safely left on the shelf. The campaign also aims to reassure parents that creating a safer sleep space does not require lots of products or expensive equipment.
Alongside calling for more responsible marketing and the use of safer imagery by brands and retailers, The Lullaby Trust is also urging parents and carers to take a fresh look at their baby’s sleep space. The charity is encouraging families to question whether the items they are using are truly needed, to be cautious of marketing claims, and to focus on their simple, evidence-based guidance when setting up a sleep environment.
Becky, 37, lives in South Wales with her wife Hannah, daughter Flo, 15 months, and dog Banjo. Particularly worried about SIDS, Becky finds The Lullaby Trust guidance useful, especially when trying to cut through all the nonsense and pressures that flood social media.
She says: “‘Google is a double-edged sword. It’s extremely helpful but also full of misinformation. This is made even harder to navigate, since the time we tend to google most is during the night feed, when we are most tired. Simple, trustworthy information in moments like this would be a lifesaver.”
Lucy agrees. A 42 year old stand-up comedian, Lucy is a solo mum to her two daughters, Polly (six years) and Bessie (almost two), and expresses concern about marketing. “It’s the products for sale that are supposedly ‘SIDS-proof’ that are worrying. No product or company can guarantee that, and The Lullaby Trust makes that very clear. But when you’re a vulnerable parent and terribly exhausted, products to help get your baby to sleep can be tempting.”
Jenny Ward, CEO at The Lullaby Trust says:
“This research highlights a worrying disconnect between how confident parents feel about safer sleep and what is actually happening in babies’ sleep spaces – and marketing plays a significant role in that gap. Parents are being surrounded by products promoted as ‘comforting’, ‘breathable’ or ‘essential’, which can give a false sense of safety even when those items do not align with safer sleep guidance. For safer sleep, it really comes down to a few simple essentials.
“A cot, a portable sleep space like a Moses basket, travel cot or carry cot, and a firm, flat, waterproof mattress all help create a safer sleep environment. A well-fitted baby sleep bag or lightweight bedding and a room thermometer can make a big difference too. And while a car seat is essential for safe travel, it should not be used as a sleep space when you are not on the move.
“We know that safer sleep guidance saves lives. Since our Back to Sleep Campaign in 1991, almost 32,000 babies’ lives have been saved. But still around 188 babies die of SIDS every year in the UK, and we won’t stop until no baby dies suddenly and unexpectedly.
“By highlighting common misconceptions and refocusing attention on the essentials, Safer Sleep Week aims to empower parents with confidence grounded in evidence rather than marketing. The Lullaby Trust is reminding parents and carers that just because a product made it to the shelves, doesn’t mean it’s suitable for sleep. Keep it simple to keep it safe.”
Image: Depositphotos
