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Urgent safety warning over lethal baby self-feeding pillows

Trading Standards

30 November 2022

North Northamptonshire Council’s Trading Standards are making people aware of an urgent safety alert that has been issued regarding baby self-feeding pillows.

People are being urged to stop using them immediately and to dispose of them safely following an Office for Product and Safety Standards investigation.

Baby self-feeding pillow products are designed to be attached to a bottle so that the baby may be positioned on its back to self-feed without the assistance of a caregiver holding the bottle and controlling the feed. This is inconsistent with NHS guidance in relation to safe bottle feeding.

When used as intended, even whilst under the supervision of a caregiver, it could lead to immediate, serious harm or death from choking or aspiration pneumonia.

Businesses selling these products must immediately remove them from the market as they cannot comply with the safety requirements under the General Product Safety Regulations 2005.

I think the message is clear – this product is deadly and anyone who has one should stop using it immediately.

Additionally – any shops who stock them should remove them from the shelves immediately so no lives are in danger.
Cllr David Brackenbury, the Council’s Executive Member for Growth and Regeneration and who has responsibility for Trading Standards


This is an important safety warning about a potentially deadly product. These pillows aren’t safe and should not be used.Cllr Jason Smithers, Leader of the Council


Following initial contact from Lancashire Trading Standards and the Child Accident Prevention Trust concerning the safety of baby self-feeding pillows, OPSS undertook an investigation and product risk assessment in relation to this issue. 

Trading Standards services are being asked to identify and take appropriate action against businesses that sell baby self-feeding pillows as they do not comply with the safety requirements set down in the General Product Safety Regulations, 2005. These types of products may also appear in second hand shops and baby banks.

More information is available on the Government website.

Additionally, businesses which have stocked the product can access a poster download online. Businesses can also request bespoke business advice on the Trading Standards section of our website.