New research from The Lullaby Trust reveals a significant gap between how confident parents and carers feel about baby sleep safety and the reality of what is happening in babies’ sleep spaces. Many families unknowingly use products and setups that do not follow safer sleep advice.
The study shows that while 95%of parents and carers feel confident about baby sleep safety, only 5% were able to correctly identify all safer sleep setups when shown a range of different sleep environments and products. Despite this confidence, 51% of parents report that their baby sleeps in at least one product that goes against safer sleep guidance, including swings, bouncy chairs, pods, or nests. Unsafe items are common in baby sleep spaces, with nine in ten parents including teddy bears, blankets, pillows, cot bumpers, or sleep positioners. Many parents believe these items are comforting or harmless, which highlights how easily unsafe practices can become normalised through marketing. Over half of parents admit to using products unsuitable for sleep, with descriptions such as “comforting” or “breathable” giving a false sense of security even when the products do not follow safer sleep guidance.
Safer Sleep Week is The Lullaby Trust’s annual national awareness campaign, running this year from 9th–15th March. The campaign focuses on the essentials needed for safer sleep and helps families identify which products are genuinely necessary. It reassures parents that creating a safer sleep space does not require many products or expensive equipment. The initiative encourages families to question the necessity of items in the sleep space and to follow simple, evidence-based guidance rather than marketing claims. The campaign also calls for more responsible marketing and safer imagery from brands and retailers.
Parents are finding trusted guidance increasingly important in navigating the pressures of parenting. Becky, 37, from South Wales, 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, a 42-year-old solo mum and stand-up comedian, adds, “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 of The Lullaby Trust, emphasises, “This research highlights a worrying disconnect between how confident parents feel about safer sleep and what is actually happening in babies’ sleep spaces. Marketing plays a significant role in that gap. Products promoted as ‘comforting,’ ‘breathable,’ or ‘essential’ can give a false sense of safety even when they do not align with safer sleep guidance. For safer sleep, it really comes down to a few simple essentials.”
According to Ward, essential items for safer sleep include a cot or portable sleep space such as a Moses basket, travel cot, or carry cot, along with a firm, flat, waterproof mattress. A well-fitted baby sleep bag or lightweight bedding and a room thermometer can also make a significant difference. She adds that while car seats are essential for safe travel, they should not be used as a sleep space when not on the move.
Ward highlights the impact of safer sleep guidance over time, noting, “Since our Back to Sleep Campaign in 1991, almost 32,000 babies’ lives have been saved. Still, around 188 babies die of SIDS every year in the UK. By highlighting misconceptions and focusing on essentials, Safer Sleep Week empowers parents with confidence grounded in evidence rather than marketing. Just because a product made it to the shelves does not mean it’s suitable for sleep. Keep it simple to keep it safe.”
The Lullaby Trust continues to provide evidence-based advice, including using a clear, flat, firm sleep surface in the same room as the parent or carer for the first six months and avoiding unnecessary items in the sleep space. Their work builds on decades of research linking specific practices to a reduced risk of sudden infant death syndrome.