A BBC investigation has found that some self-described baby sleep experts have been providing advice to new parents that contradicts established NHS guidelines, prompting calls for urgent regulatory action in the infant sleep consulting industry.

The investigation examined practices within the baby sleep industry, which has grown significantly as parents seek professional guidance for infant sleep issues. The findings suggest some practitioners may be offering recommendations that do not align with official health service guidance on safe sleep practices for babies.

Separately, a couple whose baby was stillborn in hospital has spoken publicly about their experience, expressing hope that an upcoming maternity review will result in meaningful improvements to care. The couple described being told by hospital staff that "they had picked a bad day to give birth," highlighting communication issues within maternity services.

The timing of these revelations comes as the healthcare system faces increased scrutiny over maternity care standards. Baby loss advocates have long called for better training, communication protocols, and support systems within maternity units across the country.

The BBC's findings on sleep consulting practices have raised questions about industry regulation and the need for standardized qualifications for those providing infant care advice to vulnerable new parents. Health officials have not yet responded to requests for comment on potential regulatory changes.