Primark takes down maternity coat video and issues apology amid safety concerns over babywearing risks

The video, which was uploaded onto its social media channels, shows a model using their newly-launched maternity coat while carrying a baby in a sling.

The coat features a removable middle panel with a central zip that can be pulled down to allow the baby’s head to move freely, along with side zips to create extra space. However, concerns have been raised by viewers after the baby was shown being zipped into the coat, briefly covering its head.

In a statement, Primark issued an apology, saying that the coat was worn “incorrectly”.

A spokesperson said: “We’ve removed a video that briefly showed a model using our maternity coat incorrectly while carrying a baby in a sling. The coat, which is designed to be worn both during pregnancy and beyond, has a removable middle panel with a central zip that pulls down to allow the baby’s head to move freely and there are zips either side of the panel to create additional space.

“While the coat meets all UK and EU standards, we know we have a responsibility to our customers to be mindful of the content we share and we’re very sorry for the concern it has caused.”

In response to the video, Dr Niamh Lynch, Consultant Paediatrician and Paediatric Neurologist said: "Anything that covers a baby's face in a sling poses a risk of rebreathing and overheating." She also created a video, emphasising the dangers of obstructing the baby’s face and the potential for overheating, highlighting the importance of careful consideration when using such products.

Professor Afif EL-Khuffash, Consultant Neonatologist at the Rotunda Hospital in Dublin added: “This item is dangerous and should not be sold. Never cover your baby's face when in a sling.The fact that it can be zipped all the way over the baby's head does make it unsafe. No question.”

A spokesperperson from Winstanleys Pramworld said: “Overheating is another crucial concern for parents. Babies can easily become too warm when bundled in thick layers. While their hands or face might feel cold, this doesn't necessarily reflect their core temperature. To check if your baby is comfortable, feel their tummy or back, which should be warm but not hot or cold.”

“Primark’s new maternity coat offers an affordable and innovative solution, but safety should always come first when it comes to babywearing, particularly in preventing overheating and ensuring proper positioning."