Unregulated Infant Sleep Advice

The BBC recently went undercover to investigate the unregulated industry of baby sleep consultants.

Reporters found that some baby sleep consultants were advising parents to place newborn babies to sleep on their fronts—advice directly contrary to long‑established NHS and Lullaby Trust guidance aimed at reducing the risk of sudden infant death syndrome (SIDS).

The investigation raises the unavoidable question of why individuals are able to provide advice about infant safety without regulation, oversight or accountability.

The NHS advises that babies should always be placed on their backs to sleep during their first year. The Lullaby Trust warns that front sleeping greatly increases the risk of SIDS. This guidance is the result of decades of research, including the Back to Sleep campaign, which had a transformative impact on infant mortality rates in the UK.

What makes the BBC findings particularly concerning is that this advice was reportedly delivered confidently and for payment, by individuals presenting themselves as experts. It was also noted that whilst portrayed as lifestyle coaching, many consultants stray into areas resembling clinical practice, including feeding, reflux and developmental concerns. 

At present, almost anyone in England can market themselves as a baby sleep consultant or sleep expert regardless of qualifications. There is no protected title, no regulation and no requirement to follow evidence‑based guidance. 

Possible solutions could include a protected professional title, mandatory accredited training, or an independent regulator with a complaints procedure and sanctions for unsafe practice to help protect babies and their families from unsafe practice.