Which? finds 150 deadly baby products still sold online

Which? found 150 potentially lethal baby products still for sale on major online marketplaces, including Amazon, TikTok Shop, Alibaba, AliExpress, eBay, Etsy, OnBuy and Wish, despite earlier safety warnings. The listings came from third-party sellers and were split into 54 self-feeding products, 37 baby sleep pillows and 59 baby sleeping bags.

Self-feeding products can lead to choking or aspiration pneumonia, while baby sleep pillows marketed for infants under 12 months can raise the risk of suffocation and overheating, both linked to sudden infant death syndrome. The sleeping bags had hoods, lacked armholes, or had both features, creating a suffocation hazard.

The Office for Product Safety and Standards first warned in 2022 about self-feeding products and issued a fresh alert in December 2025 on baby sleep pillows. Which? found pillow-style bottle holders fastened around a baby’s neck, long-straw self-feeders, pillows promoted as improving sleep or suitable for cots, and sleeping bags similar or identical to products previously recalled by the safety regulator. Thousands of units had already been sold before the listings were flagged.

Amazon, Etsy and TikTok Shop removed at least some of the products after being contacted. The same product types appeared across several of the biggest platforms used by UK shoppers.

Sue Davies, Which?’s head of consumer protection policy, said babies’ lives were at risk and called for the government to use powers under the Product Regulation and Metrology Act 2025 to place a clear legal duty on online marketplaces, with meaningful penalties when they fail. The act gives ministers the ability to update product rules to reflect how goods are bought and used today and in the future.