29 August 2025

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, following a Which? investigation that found over 30 potentially deadly baby sleeping bags still 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, including 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.

 
Police

Sandor Szmutko/stock.adobe.com

 
Andrew Goodacre, CEO of Bira
Andrew Goodacre, CEO of Bira, said: "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."
 

The open letter, signed by dozens of organisations representing hundreds of companies, calls for secondary regulations under the recently passed Product Regulation and Metrology Act (PRaM Act) to include:

  • A clear legal duty on online marketplaces to prevent the sale of unsafe products
  • Tough penalties backed by strong enforcement powers
  • Proper resources for regulators such as Trading Standards and the Office for Product Safety and Standards

Mr Goodacre added: "Our independent retailers work hard to build trust with their local communities. 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.

 

Bira's advocacy takes your voice to the heart of Parliament

Bira is at the forefront of championing the cause of independent traders and shopkeepers across Britain.

Our campaigns cover a wide spectrum of issues crucial to the success of independent traders including:

  • Combatting the rising tide of retail crime
  • Advocating for changes in legislation that promote fairness and flexibility
  • Fighting for fairer business rates
  • Overall reducing the regulatory burden
  • £1 billion damages claim against Amazon by UK retailers
Learn more about our advocacy efforts
 

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