Warning over unsafe baby sleep advice shared by unregulated “experts”

A growing number of parents are turning to online “sleep experts” for help with exhausted nights, but a new investigation by the BBC has raised serious concerns about the safety of some advice being shared.

Medical professionals have warned that certain guidance circulating on social media and in paid consultations could put babies at risk of serious harm, including sudden infant death syndrome (known as SIDS).

The findings highlight the risks of an unregulated industry, where anyone can label themselves a baby sleep consultant — even without medical training.

What the investigation found

In an undercover investigation by the BBC, reporters were advised by one self-described expert to place a newborn baby on their front to sleep. This directly contradicts NHS guidance, which states babies should always be placed on their backs for sleep during their first year.

According to the NHS, safer sleep includes: using a firm, flat mattress; keeping the cot clear; and placing babies on their backs in their own sleep space.

The investigation also found another consultant recommending placing towels and muslins inside a baby’s cot. The Lullaby Trust warns that loose items like these can increase the risk of SIDS and accidental death.

NHS paediatrician Dr Lillie Parker, who reviewed the footage, described the advice as extremely dangerous. She said: “This is fundamentally the most dangerous thing she has said. We're not talking about mild harm here… We're talking about a baby having cot death.”

Why safer sleep advice matters

SIDS refers to the sudden and unexplained death of an otherwise healthy baby under 12 months, usually during sleep. While rare, it remains a leading cause of infant death.

Research consistently shows that placing babies on their front significantly increases this risk. Professor Helen Ball, director of the Durham Infancy and Sleep Centre, said front sleeping “significantly increases the chance of your baby dying suddenly and unexpectedly in those first few months”.

Campaigns promoting back sleeping have already made a huge impact. Since the early 1990s, rates of SIDS have fallen dramatically across the UK.

The risks of unregulated advice

One of the biggest concerns raised is that infant sleep consulting is not regulated in the UK. This means there are no required qualifications or standards for those offering advice, even when it involves newborn care.

Some consultants involved in the investigation defended their work, stating they support families alongside medical professionals and take infant safety seriously.

However, experts say that any advice contradicting established guidance should raise red flags. Jenny Ward, CEO of The Lullaby Trust, stressed the importance of consistency: advice should be “safe, consistent and evidence-based practices," she says.

Why parents may feel drawn to sleep consultants

For many parents, especially in the early months, sleep deprivation can feel overwhelming. Some of the families involved in the investigation described feeling “desperate” and “vulnerable” when seeking help.

One mum, Emily, said she paid more than £500 for a consultation after her baby began waking hourly. She later said: “It felt scary that someone had medically diagnosed my child and guided me to do things that go against guidance.”

Experts acknowledge that many sleep consultants do offer helpful support. However, they say the lack of regulation makes it difficult for parents to distinguish between safe and unsafe advice.

What parents should know about safer sleep

Current NHS and Lullaby Trust guidance includes:

• Always place your baby on their back to sleep
• Keep the cot clear of pillows, toys and loose bedding
• Use a firm, flat, waterproof mattress
• Sleep in the same room as your baby for at least the first six months
• Avoid overheating and keep the room at a comfortable temperature
• Keep your baby’s environment smoke-free

There is also no evidence that breathing monitors or sensors can reduce the risk of SIDS or make unsafe sleep positions safer.

Calls for tighter regulation

The investigation has renewed calls for stricter rules around who can offer paid baby care advice. The government has already indicated plans to restrict the use of the term “nurse” to those with appropriate qualifications.

Campaigners and families are now urging further steps, including mandatory training for anyone providing infant sleep support.

As one family affected by unsafe advice told the BBC, “No parent should ever have to question whether the person they have trusted to care for their baby is truly qualified.”

For parents navigating sleep challenges, experts say the safest approach is to follow NHS guidance and consult qualified healthcare professionals if you have concerns.