Following a revealing BBC investigation, the UK’s premier infant safety charity and a Member of Parliament have formally urged the Health Secretary to implement “urgent action” to regulate the infant sleep industry. In a letter addressed to Wes Streeting, the Lullaby Trust and Liberal Democrat MP Tom Morrison called for strict measures to prevent babies from being endangered by unregulated and false sleep advice.

The appeal comes in the wake of an undercover BBC report which exposed self-proclaimed sleep experts providing new parents with guidance that directly contradicts established NHS safer sleep protocols. Streeting responded by condemning “dangerous misinformation disguised as expert advice,” insisting that parents must rely solely on trusted, evidence-based sources such as the NHS Best Start in Life website.

Concerns over regulatory gaps have intensified following an inquest into the death of four-month-old Madison Bruce Smith, the grandson of football manager Steve Bruce. The investigation concluded that the infant died after being placed on his front by an individual identifying themselves as a “maternity nurse.” This case highlights a broader issue: while the Department for Health and Social Care announced in March that laws would be amended to restrict the use of the title “nurse,” there remains no comprehensive oversight of the baby-sleep industry. Currently, anyone can label themselves a sleep expert or consultant, regardless of qualifications or experience, allowing them to sell advice that may increase the risk of harm, including Sudden Infant Death Syndrome (SIDS), without accountability.

In their first public statement since the inquest, the Bruce Smith family emphasized the critical need for trust and verification. They told the BBC, “No parent should ever have to question whether the person they have trusted to care for their baby is truly qualified.” The family advocated for comprehensive regulation of all paid infant care, including mandatory training and strict adherence to national safer sleep guidelines.

MP Tom Morrison echoed these sentiments in his correspondence with the Health Secretary, asking what further legislative steps are necessary to protect vulnerable parents seeking help during the challenging early stages of parenthood. He and the Lullaby Trust argue that the “alarming” findings of the BBC investigation demonstrate an immediate need for government intervention to stop individuals from dispensing advice that opposes established NHS and expert guidance.

The BBC’s secret filming captured two high-profile figures in the infant sleep sector offering advice that medical professionals deem potentially life-threatening. Both individuals have published books, received celebrity endorsements, and amassed tens of thousands of social media followers. Their publisher, Penguin, did not respond to multiple requests for comment.

The revelations have left NHS clinicians “horrified” and “sickened.” The drive for regulation is supported by medical experts, researchers, and families who have lost babies due to unsafe sleeping arrangements. The Lullaby Trust asserts that anyone involved in advising on or placing infants for sleep must adhere to clear standards, at minimum following NHS advice if they lack medical qualifications. Throughout the investigation, the charity also gathered accounts from families who had negative experiences with unqualified practitioners.

Source: BBC News Generated at: 2026-05-12 00:11:18 UTC