Baby Reflux & Colic Sleep Ads: ASA Warning Explained

On 1 October 2026 the Advertising Standards Authority (ASA) warned parents to be wary of online ads promising to fix baby reflux, colic or poor sleep, after finding that 59% of the 350 ads it reviewed were high risk. The short version: if an ad says a sleep or elevation product will ease reflux or colic, don't take that as a sign it is safe. The NHS and the Lullaby Trust both advise that babies sleep flat on their backs on a firm, flat surface.

What the ASA found

The ASA reviewed 350 online ads for baby products and services that made claims about colic, reflux, sleep and soothing. According to its published findings:

• 59% of the ads it assessed were considered high risk.
• 60 ads were picked out for follow-up action because of the potential risk of physical harm.
• 56% of the ads assessed promoted sleep and elevation devices, which was its biggest concern.

The problem claims included that a sleep or elevation device can reduce or stop reflux, ease distress, improve sleep or prevent colic. The ASA also flagged ads showing babies strapped into potentially unsafe sleep devices, and marketing that linked products to reducing the risk of SIDS or flat head syndrome. Its advice to parents is to be wary of quick-fix promises and, if an ad promotes positioning or elevating your baby during sleep, not to assume the product is safe, and to check with trusted health sources or a healthcare professional before buying.

What the NHS and Lullaby Trust say about sleep

The advice does not change because a product is marketed for a worry like reflux. The NHS says to make sure your baby sleeps flat on their back, not on their side or front, and not to raise the head of the cot or Moses basket if your baby has reflux. The Lullaby Trust says it does not recommend wedges and sleep positioners, because the evidence shows the safest way for a baby to sleep is on a firm flat mattress in a clear cot with no pillows, toys, bumpers or positioners.

That covers a lot of the products these ads push: inclined sleepers, wedges, straps and positioners, and anything that props or holds a baby in place. We have separate guides on why sleep wedges and positioners are never safe and on baby nests and sleeping pods, and the full routine is in our safe sleep guide for newborns.

Spotting a risky baby sleep ad

Use this as a quick filter before you buy anything marketed for reflux, colic or sleep. These are our own prompts, built on the ASA's findings and the NHS and Lullaby Trust advice above:

If the ad...	Why to pause
Promises to stop or reduce reflux by tilting or elevating your baby	The NHS says not to raise the head of the cot or Moses basket for reflux.
Says it prevents colic or soothes distress during sleep	The ASA flagged these claims; the NHS says there is no evidence anti-colic remedies help colic.
Shows a baby strapped or wedged in place to sleep	The ASA flagged images of babies strapped into potentially unsafe sleep devices.
Links the product to lower SIDS or flat head risk	The ASA flagged these claims too. Safe sleep guidance comes from the NHS and Lullaby Trust, not product ads.
Is a wedge, positioner, pillow, nest or pod used for sleep	The Lullaby Trust does not recommend wedges or positioners and lists pods, nests, pillows and positioners as products to avoid.

What the NHS suggests for reflux instead

Reflux is when your baby brings up milk, or is sick, during or after feeding. The NHS says it is common and that most babies grow out of it by about 12 months. Its advice focuses on what you do while your baby is awake and with you:

• Hold your baby upright during feeding and for as long as possible afterwards.
• Burp your baby regularly during feeds.
• Put your baby down to sleep flat on their back.

Talk to your pharmacist, GP or health visitor if your baby has difficulty feeding or refuses to feed, regularly brings milk back up and seems uncomfortable after a feed. The NHS suggests keeping a note of how often it happens and how distressed your baby is to share with them. Persistent crying, arching their back during feeds or trouble swallowing are also reasons to get advice, because they may need checking for other causes such as cow's milk allergy.

What the NHS suggests for colic

The NHS describes colic as when a baby cries a lot but there is no obvious cause. It usually starts in the first few weeks and clears up by around 3 to 4 months. What it recommends is simple and free: cuddling, feeding upright, burping after feeds, gentle rocking, a warm bath and white noise. On commercial remedies it is blunt: anti-colic drops, herbal supplements and probiotics are not recommended and there is no evidence they help.

See your GP or call NHS 111 if your baby isn't gaining weight as expected, if symptoms continue beyond 4 months, or if you are struggling to cope. Get urgent help (A&E) if your baby's cry sounds weak, high-pitched or abnormally different from their usual cry.

If you want a calming option that fits within safe sleep advice, our guide to white noise machines and sleep aids explains what to look for. For bottles marketed for colic, see do anti-colic bottles actually work?

If you already own one of these products

Stop using it for sleep, and don't leave your baby unsupervised in it. Check the gov.uk product safety alerts, reports and recalls pages for the product or brand, and if it was sold as safe for unsupervised sleep, contact the seller. If you see an ad you think is misleading, you can report it to the ASA through its website.

Last updated 2 October 2026. Safety guidance changes, so check the linked NHS and Lullaby Trust pages for the latest.