The internet is full of parenting advice. Some of it is supportive and empowering. Some of it is outdated. And some of it is downright dangerous.

Over the past few weeks, I have seen a rise in content that promotes tummy sleeping as a better, more natural, or even safer sleep position for babies. Posts like these often go viral because they tap into something very real…parental exhaustion, frustration, and the deep desire to help our babies sleep better. But no matter how relatable the delivery, we have to stop and ask an important question.

Is this advice safe?

I want to talk specifically about one piece of advice that keeps resurfacing online, the idea that babies should be placed on their front to sleep, and that back sleeping increases the risk of choking. It is a message I have seen shared repeatedly by a high profile individual known as The Magic Sleep Fairy. She has been featured multiple times on television and social media, including by respected platforms like This Morning. While This Morning has not promoted unsafe sleep advice directly, their ongoing use of this contributor raises valid concern. When someone repeatedly presents misinformation about infant safety on a public stage, that content carries weight.

So let us be very clear about what the evidence says.

Since the introduction of the Back to Sleep campaign in the 1990s, the number of babies dying from sudden infant death syndrome (SIDS) has dropped by more than 80 percent in the UK. That is not an opinion. That is public health success. Babies under 12 months should be placed on their backs to sleep unless specifically advised otherwise by a medical professional. This is the guidance of the NHS, the Lullaby Trust, the American Academy of Pediatrics, and every major infant health authority worldwide.

Yet the myth persists. Some say babies sleep better on their tummies. Some say they are more settled. Some say they are less likely to choke. Let us address each of those points.

Yes, some babies may appear to sleep more deeply on their fronts. That is actually part of the problem. Tummy sleeping suppresses arousal responses, meaning a baby is less likely to wake if something goes wrong. This deeper sleep has been linked to an increased risk of SIDS, not a decrease. A baby who sleeps soundly is not always a baby who sleeps safely.

What about choking? This is one of the most commonly repeated fears, and it is simply not true. Anatomically, when a baby is lying on their back, their airway sits above their oesophagus. If they vomit or spit up, gravity helps keep the airway clear. When they are on their tummy, the airway is directly below the food pipe, increasing the chance of fluid pooling and being inhaled. So in fact, back sleeping is safer when it comes to choking risk, even for babies with reflux. This has been confirmed by the NHS, the Lullaby Trust, and numerous paediatricians.

I do not say any of this lightly. I have worked in infant health for nearly three decades. I have 4 kids of my own who didn’t sleep! I have supported families through sleepless nights, unexplained crying, and the fear that comes with a baby who will not settle. I have also worked in paediatric intensive care. I have cared for babies who did not make it through the night. I have sat with parents in those unthinkable moments. And I have seen first hand what can happen when safe sleep guidance is not followed.

This is why I speak up.

Because it is one thing to make a personal decision in your own home, based on your circumstances, your baby’s needs, and with full understanding of the risks. But it is entirely different to share that decision online to thousands of followers and present it as something others should try. When influencers or professionals use their platform to dismiss or dilute safe sleep guidance, they are doing more than sharing an opinion. They are increasing the risk for others who may not know any better. And that is unacceptable.

This is not about judging tired parents. I work with exhausted families every single day. I know how desperate things can feel. I know what it is like to have tried every trick in the book and still be up every hour of the night. I know how tempting it is to choose what works over what is recommended.

But there is a difference between understanding why parents make the decisions they do, and endorsing those decisions as safe for everyone. The role of health professionals, educators, and yes, public platforms, is to share information that is grounded in evidence, not anecdote. Our job is to protect babies and support parents, not to gain popularity by telling people what they want to hear.

So what can we do?

We can start by staying informed. Trust your instincts but also check your sources. When in doubt, turn to organisations like the Lullaby Trust, the NHS, or UNICEF Baby Friendly. Their advice is based on decades of research, not trends or opinions.

We can also speak up. If you see unsafe sleep advice being shared online, challenge it respectfully. Share evidence. Ask questions. And if someone with a public platform is spreading misinformation, reach out to the brands or media outlets that support them. Silence helps no one.

And finally, we can support each other. Because safe sleep is not about being perfect. It is about reducing risk as much as possible. Every family will have moments where they feel stuck, overwhelmed, and unsure. That is exactly why safe, compassionate support matters. It is not about scaring people. It is about helping them feel confident in keeping their baby safe.

I will continue to speak up when I see unsafe advice being shared. I will continue to support families who are doing their best in hard circumstances. And I will always base what I say on evidence, not influence.

Because at the heart of all of this are babies. Vulnerable, beautiful, growing babies. And they deserve nothing less than our very best.