A new study by baby sleep experts at Durham University has found that nearly nine out of ten parents purchase baby slings or carriers through online retailers, highlighting potential gaps in safety education for new parents.

The research surveyed 1,470 parents of babies under one year old to examine purchasing patterns and usage of baby carriers. The findings come as researchers emphasize the need for improved guidance on safe use of baby slings, particularly following safety incidents.

The study's timing follows concerns about baby carrier safety, including a case involving a six-week-old infant who died during hands-free breastfeeding while in a sling. This incident has prompted experts to call for better education about proper sling usage and safety protocols.

The high rate of online purchasing raises questions about whether parents receive adequate safety information when buying carriers through digital channels, compared to in-person retail experiences where staff might provide guidance on proper fitting and usage.

Researchers suggest that the prevalence of online shopping for baby carriers may mean parents are missing crucial safety instructions that could prevent accidents and ensure proper use of these products.