11th June 2026
Safer sleep has been in the public and political spotlight in recent weeks, with significant media attention and parliamentary discussion highlighting concerns about the growing infant sleep advice industry and the risks of unsafe and inconsistent messaging for families.
Parents are also speaking up about how they feel overwhelmed by a barrage of conflicting advice online and enticements to spend money on advice from unqualified ‘health experts’ – often based on the opinions of individuals with no regulation or clinical training, and sometimes with devastating consequences.
The growing awareness of these practices underscores the vital role of health visitors in supporting parents to navigate safer sleep guidance. By building trusted relationships, they provide consistent, evidence‑based advice that is clearly understood, reinforced over time, and tailored to each family’s circumstance – helping all families to reduce the risk of Sudden Infant Death Syndrome (SIDS).
Resources from The Lullaby Trust support both families and professionals. Since the introduction of national evidence-based safer sleep guidance in 1991, there has been a significant reduction in sudden infant deaths, saving more than 30,000 babies’ lives over the past three decades. However, the Child Safeguarding Review Panel continues to receive notifications of infant deaths where unsafe sleeping has been a factor. In many of these cases, families are experiencing a range of complex pressures and challenges.
What needs to change?
Through universal and targeted support, health visitors are uniquely placed to tackle health inequities by building trusted relationships with families, tailoring non-judgemental safer sleep conversations to individual circumstances, highlighting misinformation and ensuring that evidence-based advice reaches those who may be at greatest risk. But we know the system is under pressure, with a national shortage of these trusted professionals. Equally, we know that safer sleep conversations do not always translate into consistent safer sleep practices at home – creating a clear opportunity to explore how we can better support families to put guidance into practice.
Join our July Insights Webinar – Safer Sleep
To explore the latest research and evidence on safer sleep, join our upcoming iHV Insights Webinar on 16 July 2026. Where Alison Morton (CEO, iHV) will be joined by our expert panel of speakers to explore the current evidence, understand the real issues in practice, and consider how approaches can be adapted to better support families facing greater challenges:
- Sally Shearer OBE, Child Safeguarding Review Panel
- Natalie Mckie, Policy and Research Manager, The Lullaby Trust
- Pippa Martin, Clinical Service Manager, 0–19 Children’s Community Services, Derbyshire Community Health Services.
Please note: iHV Insights webinars are a member benefit – if you are not an iHV member, join our community today to get access to all of our resources including our Insights webinars.
