Ad description

A paid-for website ad for the “Newborn Baby Anti-Roll Pillow” product, by Mommy n Toys, was seen on the Google News app on 21 April 2024. The ad featured an image of the pillow, alongside text stating “Safe Sleep”.


The complainant, who understood the product would place an infant in an unsafe sleeping position associated with Sudden Unexpected Death in Infancy (SUDI), challenged whether the ad was irresponsible because it condoned or encouraged an unsafe practice.


Mommy n Toys said they had removed all ads for the product, but did not provide further comments on the complaint.Google Ireland Ltd, the service providing the ad platform, confirmed that the ad had been served through Google Ads, a self-administered system. They said that under the terms agreed to by advertisers, it was the advertiser’s responsibility to abide by applicable laws and regulations, including the CAP Code.



The ASA understood that babies whose heads were covered were at an increased risk of SUDI. NHS Guidance on sudden infant death stated that pillows should not be used by babies because they would be unable to push any bedding away, and consequently, were at risk of suffocation if their face became smothered by such items. It also advised against using items with raised or cushioned areas.

The ad described the product as being an ‘anti-roll’ pillow for newborn babies, and stated the product would help babies to sleep safely. We considered that consumers would interpret the ad to mean that using an anti-roll pillow was a safe way for newborn babies to sleep. However, we understood that the safest place for a newborn baby to sleep was in a cot or Moses basket, with a firm mattress and that pillows should not be used. We also considered the product had raised and cushioned areas, which were advised against by the NHS Guidance for babies.

Because the ad implied that anti-roll pillows could be used for sleeping babies, which contravened NHS Guidance on the dangers of using pillows and their association with SUDI, we concluded that it was irresponsible and encouraged an unsafe practice, particularly as it further described the use of the pillow for sleeping babies as safe.

The ad breached CAP Code (Edition 12) rules 1.3 (Responsible advertising) and 4.5 (Harm and offence).


The ad must not appear again in the form complained of. We told Mommy n Toys to ensure their future ads were socially responsible and did not encourage or condone unsafe practices, such as using an anti-roll pillow for babies.


3.1     3.2     9.2    

CAP Code (Edition 12)

3.1     3.3     1.3     4.5    

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