🚨 ARE WE THERE YET? 🚨
INFANT SLEEP PRODUCT REGULATIONS — JUST ONE WEEK FROM ‘D-DAY’ 💤⏰
Just 7 sleeps to go until Monday 19 January — and yes, the back seat is officially asking “are we there yet?” 🙄
From D-Day, suppliers, retailers, sellers AND marketplace platforms must ensure all advertising for infant sleep products AND inclined non-sleep products meets the new mandatory information standards.
No excuses. No “but the supplier said…”. No sleepy pass. 😴❌
🧠 WHAT MUST BE INCLUDED IN ADVERTISING (ONLINE + IN-STORE)?
If you’re selling or promoting these products, your advertising must clearly include the required safety information, including 👇
🛏️ For INFANT SLEEP PRODUCTS
Your advertising must clearly state that:
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🟢 The product is designed for infant sleep
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🟢 It complies with the Infant Sleep Products Safety Standard
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🟢 The product is intended for use only as instructed
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🟢 Safe sleep messaging is consistent with packaging and instructions
👉 No vague fluff. No “sleep-like”, “nap-friendly”, “perfect for rest time” nonsense.
🎢 For INCLINED NON-SLEEP PRODUCTS (rockers, bouncers, loungers, swings, etc.)
Your advertising must clearly state that:
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🔴 The product is NOT designed for sleep
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🔴 It must NOT be used for unsupervised sleep
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🔴 Infants should be moved to a safe sleep surface if they fall asleep
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🔴 Any imagery or language implying sleep use is a hard no
👉 If it looks like sleep, sounds like sleep, or gently whispers “sleep”…..regulators will still say NOPE 🚫
✅ REGULATION-READY EXAMPLES (GOLD STARS ⭐)
✔ Clear statements: “This product is not designed for sleep”
✔ Advertising text matches packaging + instructions
✔ No sleeping baby imagery where it shouldn’t be
✔ Plain-English safety info that even a sleep-deprived parent can understand
👏 Congratulations — you may proceed without fear.
❌ NOT-SO-READY EXAMPLES (RED FLAGS 🚩)
🚩 “Great for naps” on a non-sleep product
🚩 A peacefully snoozing baby on a rocker listing
🚩 Missing safety statements entirely
🚩 Marketing copy that contradicts the instructions
🚩 Hoping regulators won’t notice
👀 Spoiler: they will.
🧨 REALITY CHECK
From 19 January, enforcement isn’t theoretical.
It’s real. It’s fast. And it’s not just aimed at manufacturers.
💥 Retailers
💥 Marketplaces
💥 Sellers
💥 Your brand name — front and centre
📚 NEED HELP?
The regulator has published a very clear supplier guide:
👉 https://www.productsafety.gov.au/business/search-mandatory-standards/infant-sleep-products-mandatory-standards/infant-sleep-products-supplier-guide
🛑 FINAL WORD
If your advertising still needs explaining, defending, or hoping for the best…you are not regulation-ready.
⏳ Seven sleeps.
🚨 No grace period.
🛏️ Safe sleep means compliant sleep.
See you at D-Day. 😏