Consumer Group Warns of Drowning Risks from Baby Swim Floats Sold Online

Consumer watchdog Which? has issued an urgent warning to parents about hundreds of potentially dangerous baby swim floats available on popular online marketplaces. Investigators found 171 questionable products on sites including Amazon, eBay, AliExpress, Shein, OnBuy, and Vinted, many of which pose significant drowning risks.

Some of the identified floats feature canopies that can act like sails in windy conditions, increasing the likelihood of tipping over and trapping babies underwater. Others use inflatable neck rings, which experts state can lead to drowning, suffocation, and injury by putting undue pressure on an infant's neck or restricting movement.

Which? discovered that Amazon's own AI shopping assistant flagged one such float for "significant safety concerns" and its resemblance to recalled products. Sue Davies, head of consumer protection policy at Which?, criticized the business model of online marketplaces, stating that anonymous third-party sellers can list products without facing consequences and that these platforms often do not do enough to prevent the sale of unsafe items unless compelled.

The investigation involved identifying baby swim floats that had previously been subject to safety alerts in the UK and overseas. Researchers then used reverse-image searches and keywords on six major online marketplaces to find similar items still available for purchase. Many of the 171 identified floats were found to resemble products previously recalled due to drowning risks.

Experts also expressed concern that the toy-like designs of some floats might lead parents to become complacent about supervision around water. An example cited was an eBay listing for a shark-designed float that depicted a baby alone in the water while parents relaxed nearby.

Kaylë Brightwell, Director of Education for the Swimming Teachers’ Association, strongly advised against the use of baby neck floats. She emphasized that baby swimming should focus on safe, positive experiences that encourage natural movement and parent-child interaction, stressing the need for constant, active adult supervision and close physical support in the water. "Devices that support a baby by the neck do not align with this approach," Brightwell stated.

The consumer group is urging the UK government to implement regulations that would hold online marketplaces more accountable for product safety and to crack down on the sale of dangerous items by third-party sellers.

In response to the findings, all marketplaces stated they take product safety seriously and have removed the listings flagged by Which?. They also indicated that wider reviews are underway to identify similar products. Amazon is investigating how the items became available and highlighted its safety controls requiring third-party testing and certification. AliExpress, eBay, OnBuy, and Shein confirmed product removal and stated they are strengthening monitoring and enforcement. OnBuy has initiated a recall and is offering refunds. Vinted noted that prohibited products are not allowed on its platform and that it removes listings and suspends accounts when safety concerns arise.

Which? provided guidance on selecting safe swimming aids, recommending infant pool floats that are correctly sized, do not have harnesses, and are always held by parents. They advise against floats with overhead structures or those that fasten around the neck. Armbands and swim vests from reputable brands, checked for correct sizing and leaks, are also suggested as safer alternatives, provided they meet buoyancy testing standards for the child's age and size.