The British Independent Retailers Association (Bira) has co-signed an open letter to Business Minister Justin Madders supporting urgent action to prevent the sale of dangerous baby products on online marketplaces. The move follows a Which? investigation that found over 30 potentially deadly baby sleeping bags being sold despite official recalls.
The investigation revealed that online marketplaces, including Amazon, eBay and Etsy, have been allowing the sale of baby sleeping bags with fatal design flaws. These include hoods that could cover a baby’s head and face, and missing arm holes that could cause infants to slip down inside the bag and suffocate.
Commenting is Andrew Goodacre, CEO of Bira
“Independent retailers have always prided themselves on knowing their customers and the products they sell. We rigorously check our stock and follow safety guidelines because we understand the responsibility that comes with selling to families and parents.
“It’s deeply concerning that dangerous products continue to flood online marketplaces whilst our members – who follow proper safety protocols – face unfair competition from sellers who cut corners on consumer safety. This isn’t just about protecting consumers; it’s about creating a level playing field where responsible retailers aren’t undercut by those willing to put profits before safety.”
Secondary regulations
The open letter, signed by dozens of organisations, calls for secondary regulations under the recently passed Product Regulation and Metrology Act (PRaM Act). These include: a clear legal duty on online marketplaces to prevent the sale of unsafe products; tough penalties backed by strong enforcement powers; and proper resources for regulators such as Trading Standards and the Office for Product Safety and Standards.
“Our independent retailers work hard to build trust with their local communities,” continues Goodacre. “When dangerous products are easily available online, it undermines consumer confidence across the entire retail sector. We need robust regulations that hold all sellers – online and offline – to the same high safety standards.”
Bira’s support for the campaign reflects the organisation’s ongoing commitment to fair trading practices and consumer protection. The Association regularly campaigns on issues affecting independent retailers and works to ensure a level playing field across the retail landscape.
The open letter has been signed by organisations including the Chartered Trading Standards Institute, Electrical Safety First, London Fire Brigade, The Lullaby Trust, British Safety Council and many others, demonstrating unprecedented cross-sector support for stronger online marketplace accountability.
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