An investigation has revealed alarming advice being given to new parents by self described infant sleep consultants. Medical professionals warn that some of this guidance may increase the risk of sudden infant death syndrome, also known as SIDS.
Undercover reporting shows that parents may be exposed to unsafe recommendations through social media based sleep coaching services that are largely unregulated.
Unsafe Sleep Practices Recommended to Parents
During hidden consultations, one advisor suggested placing a newborn to sleep on the stomach. Health authorities consistently advise against this, as it increases SIDS risk.
Another consultant recommended placing towels and loose items inside a baby cot. Experts warn that soft objects in a sleep space can create a serious suffocation hazard.
Medical specialists who reviewed the recordings described the advice as deeply concerning and unsafe for infants.
Official Baby Sleep Safety Guidance
Health services recommend that babies should always sleep on their back for the first year of life. The sleep surface should be firm, flat, and free from loose items.
Child safety organisations also warn parents to avoid pillows, blankets, toys, or rolled towels inside the cot. These items can block breathing or lead to accidental suffocation.
Experts stress that following safe sleep guidance significantly reduces the risk of SIDS.
Growing Concern Over Unregulated Sleep Coaching
Infant sleep consulting has grown rapidly online, especially through social media platforms. Many parents turn to these services due to limited postnatal support.
However, experts warn that the industry lacks regulation. This allows individuals without medical training to offer advice that may not be safe.
Professionals acknowledge that some consultants provide helpful and safe guidance, but they also highlight a growing risk from unverified advice.
Consultants Named in Parent Complaints
Two sleep consultants, Alison Scott Wright and Lisa Clegg, have large online followings, books, and celebrity endorsements.
Some parents who used their services reported concerns. One mother said she felt regret after following advice that involved placing items in her baby’s sleeping space. Another described the guidance as distressing.
Both consultants rejected claims that their advice was unsafe. They stated that they have supported many families and prioritise infant wellbeing.
How the Investigation Was Conducted
Reporters joined online consultations while posing as a parent of a nine week old baby experiencing frequent night waking.
The aim was to understand the type of advice being offered to new parents seeking sleep support.
The investigation focused on babies in the early months of life, a period where SIDS cases are most commonly reported.
Expert Reaction to the Findings
Medical professionals who reviewed the footage expressed strong concern. They said some of the guidance directly contradicts established safety recommendations.
Experts stressed that even small changes in sleep environment can significantly affect infant safety. They urged parents to rely on verified medical sources for sleep advice.
Conclusion
The findings highlight a growing concern around unregulated baby sleep advice online. While some consultants provide safe guidance, others may unintentionally place infants at risk.
Health experts continue to urge parents to follow official safe sleep recommendations and avoid unverified advice from social media sources.
