A registered health visitor has issued an urgent warning to parents about baby travel products promoted online that, when used as advertised, increase the risk of Sudden Infant Death Syndrome (SIDS). Ruth Watts, a health visitor and mother of two, alerted her 202,000 Instagram followers after spotting adverts for dangerous travel cushions marketed through AI-generated videos.
Warning over AI-generated adverts
Watts described the promotional clips as "AI slop," noting that the videos feature "AI parents on planes with very young babies" and are not real people or real babies. She said the adverts encourage parents to buy cushions to put a baby to sleep while the parent sleeps on a plane, adding: "This is not conducive to safe sleep."
The clips highlight several products, including pillow-like beds and modified breastfeeding cushions, designed to hold a baby while a parent sleeps during a flight. Watts stressed that just because a product is available for purchase does not mean it is safe.
Safer sleep guidance for travel
According to The Lullaby Trust, planning ahead is vital for creating a safe sleep environment when travelling. A traditional cot, travel cot, or Moses basket is always the safest option. Watts advised that for many long-haul airlines, parents can pre-book a bassinet that sits in front of them, providing a safe, firm, flat, and waterproof place for a baby to sleep.
She also highlighted the dangers of falling asleep while holding a baby on a flight. According to both the NHS and The Lullaby Trust, sleeping with a baby on a sofa or in an armchair increases the risk of SIDS by up to 50 times, and an aeroplane seat poses the same hazard.
Car seats and official guidance
Watts reminded parents that car seats are not a safe place for a baby to sleep for long periods. UK guidelines advise following the "two-hour rule," as a baby's semi-upright position in a car seat can restrict their airway and cause oxygen levels to drop.
For parents flying with someone else, Watts suggested two main options: tag-teaming, where one holds the baby while the other sleeps, or pre-ordering a bassinet before the flight. The NHS strongly advises against using sleeping pods, nests, or soft cocoons, which feature raised or cushioned areas that create a significant risk of overheating and suffocation. The Lullaby Trust echoes this, warning that soft, cushioned sides and non-flat surfaces restrict airflow and can be fatal. For safe sleep, babies should always be placed in a "clear sleep space" free of pillows, heavy duvets, bumpers, and soft toys.
