UK — Which? identified 150 potentially lethal baby products advertised for sale on major online marketplaces. The consumer organization is urging UK ministers to make online platforms legally responsible for third-party product safety under the Product Regulation and Metrology Act.

The identified products, including self-feeding prop feeders and baby sleep pillows, were listed across Alibaba, AliExpress, Amazon, eBay, Etsy, OnBuy, and TikTok Shop. Almost a quarter of the 150 products were listed on Amazon. Which? stated that these items did not meet British Standards Institution safety requirements.

Among the identified items were 54 self-feeding devices found on Alibaba, Amazon, eBay, OnBuy, and TikTok Shop. In 2022, the Office for Product Safety and Standards issued an alert regarding self-feeding devices, noting they present a risk of serious injury or death. Which? also located 37 sleep pillows marketed for infants under 12 months on AliExpress, Amazon, Etsy, OnBuy, and TikTok Shop, and 21 pillow bottle-holders designed to fasten around a baby's neck. The Office for Product Safety and Standards issued a warning in December 2025 that sleep pillows for babies under one year old could lead to suffocation and overheating.

Additionally, Which? discovered 59 baby sleeping bags across Alibaba, AliExpress, Amazon, eBay, and Etsy that it determined posed a suffocation risk due to features such as hoods or a lack of armholes. Thirty-eight of these sleeping bags were listed on Etsy. Sue Davies, the head of consumer protection policy at Which?, said: "The lives of babies are at risk because these platforms won’t stop dangerous products from reaching their customers ... We’ve shown how easy it is to find these unsafe products, so it’s impossible to take companies as powerful as Amazon or eBay at their word when they claim safety is a top priority."

Several marketplaces responded by stating they had removed the flagged products. AliExpress stated it removed the products and would enhance control measures. Alibaba.com reported that it removed non-compliant products and would continue to educate sellers. OnBuy said it removed all products before any sales. eBay reported that two items had already been removed prior to contact, and the remaining four were subsequently removed. TikTok Shop stated it removed flagged products and issued notices to customers.

Why It Matters

The identification of potentially dangerous baby products on multiple major online marketplaces raises concerns regarding product safety oversight. Which?'s call for ministers to make online platforms legally responsible for third-party product safety under the Product Regulation and Metrology Act seeks to address the current regulatory framework. The Act came into force in July 2024, providing a mechanism for potential policy changes regarding online marketplace accountability for products sold by third-party sellers.