Despite guidelines from the American Academy of Pediatrics on the best way to position an infant to reduce the risks of sudden infant death syndrome (SIDS) and sleep-related sudden unexpected infant death, many advertisements continue to show babies in unsafe positions while asleep. A review of 1,758 retail crib displays in ads in parenting magazines from 1992, 2010, and 2015 found that only 50% of them adhered to AAP guidelines. Although this percentage represents an improvement over time, there’s still much need for improvement.

Researchers point out that the most common reasons that ads were not adherent was because they depicted the use of bumper pads and loose bedding. With these problems in mind, the authors are urging providers and advocates to continue their public education efforts and to include retailers, manufacturers, and advertising professionals in outreach programs.