06/05/2026
The sleep industry has a growing problem and it’s one we can’t ignore 😢 A recent BBC News undercover investigation highlighted so-called “sleep experts” giving advice that directly contradicts safe sleep guidance from the NHS and The Lullaby Trust. Some were even stepping beyond their scope as so called ‘sleep experts’ offering assessments and conclusions they are not trained or qualified to make. The reality is there is no regulation of the title “sleep expert.” Anyone can adopt it, regardless of training or clinical background. For exhausted, vulnerable parents, that creates a confusing and at times, unsafe space to navigate (especially when social media popularity is mistaken for professional credibility). And this isn’t unique to sleep 🤦♀️ Within infant feeding and tongue tie, we see similar patterns. Misinformation is common:
“Your baby can stick their tongue out, so they’re not tongue tied” not true❗️
“They’ll grow out of it” not supported by evidence❗️
“They’re gaining weight so they’ll be fine” 🤦♀️ yet they’re showing all the symptoms of a baby really trying hard to compensate with restricted function❗️
Equally, some babies are being labelled as having a tongue tie based purely on appearance, despite having good tongue function and simply needing time and skilled feeding support❗️Please know that assessment of tongue tie is about function, not just what is visible and it requires appropriate training, skill and clinical understanding. So how do parents know who to trust?
Ask questions of any ‘expert’ or professional giving you advice on your baby:
* What is their training and background?
* Are they accredited or regulated?
* Do they follow current, evidence-based guidance?
A qualified, safe, ethical practitioner will ALWAYS welcome these conversations. And for professionals it is ok not to have all the answers … but it is essential to recognise when something sits outside your scope and to refer on appropriately. Families deserve accurate, evidence-based support and as professionals, we all have a responsibility to stay within our area of expertise. Continued in comments …