Online marketplaces still selling dozens of unsafe baby products, Which? finds

Key developments are emerging from the global stage. Online marketplaces still selling dozens of unsafe baby products, Which? findsImage source, Getty ImagesByVicky WongPublished31 minutes agoPotentially dangerous baby products - including self-feeding devices, pillows and sleeping bags - are still being sold on online marketplaces in the UK, according to Which?. The consumer group found 150 such products listed for sale by third parties on sites like Amazon, eBay and TikTok - despite having been subject to official safety warnings and product recalls.

Sue Davies, the head of consumer protection policy at Which? , said the investigation had shown "how easy it is to find these unsafe products" and urged the government to make marketplaces liable for the safety of items sold on their sites. Most of the companies concerned said they have removed some of the products Which?

The Details

The investigation looked at three types 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). It found unsafe products were listed on eight online marketplaces - Alibaba, AliExpress, Amazon, eBay, Etsy, TikTok, OnBuy and Wish. Of the 150 unsafe products it found, more than a third were designed to feed a baby from a bottle with little or no assistance despite an "obvious" risk of choking, Which?

Thirty-three involved a long straw design and 21 were pillow bottle-holders designed to fasten around a baby's neck. These bottle-feeders were available on several platforms despite an OPSS alert from 2022 calling on businesses to remove such products. The probe also found 59 sleeping bags with hoods or without armholes and 37 sleep pillows marketed for newborns, despite concerns about suffocation and overheating, as well as NHS safe sleep guidance.

OPSS also issued an alert for baby sleep pillows - some of which have been marketed with claims of improving night-time sleep - in December 2025. Davies 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. "She added that the government "must 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".

What Experts Say

When shopping for baby products, Which? advises parents not to buy any self-feeding aid, and that babies under the age of one do not need a pillow to sleep at night. It also says never to buy a baby sleeping bag with a hood or without armholes, or one with excess material or attachments, and to make sure to buy the right size sleeping bag.

The safest place for a baby to sleep is on a firm, flat mattress on their back in a clear cot with no toys inside, according to the baby sleep safety charity the Lullaby Trust.

The story has become one of the most prominent items on the global agenda.