The Baby Sleep Industry Has a Problem

The BBC's recent investigation into unregulated baby sleep "experts" giving dangerous advice is hard to read, especially as someone who has lived through the fog of sleep deprivation myself. I remember the desperation. The Googling at 3am. The willingness to try almost anything.

That desperation is exactly why this matters — and why I want to address it head on.

Anyone can call themselves a sleep consultant. There is no legal requirement for training, accreditation, or adherence to safe sleep guidelines. That's a real problem, and the BBC is right to shine a light on it. But proper sleep support, delivered by a trained and responsible practitioner, can genuinely change family life.

There is a significant difference between accredited responsive sleep support and advice that blatantly disregards official safety guidelines.

My job isn't to hand you a generic plan and disappear — it's to understand your child, your family, and your situation, then walk alongside you every step of the way until you feel confident and ready to move forward.

Three things to look for when choosing a sleep consultant:

1. Verified certification and insurance — Ask if they are certified and check whether they hold professional insurance. This isn't box-ticking; it's proof that someone has verified their knowledge and that they take their responsibility to you seriously.

2. Safe sleep as non-negotiable — Any practitioner worth their salt will follow and actively promote current NHS and Lullaby Trust safe sleep guidelines. If they don't raise it, walk away.

3. Real support, not just a document — A good practitioner doesn't just do a call, send you a PDF, and wish you luck. Look for genuine reviews from real parents, and a process that includes real support. Sleep training is a journey, not a transaction.

You don't need to do this alone. Just make sure you find someone properly qualified — and genuinely present to guide you through it.