Experts urge mums and dads to avoid cushioned sleeping pods, nests, baby hammocks, cot bumpers, pillows, and duvets.
Anything that wedges or straps a baby in place goes against safe sleep guidelines.
But more than one in three parents has bought or is considering buying one of these items, sold by major High Street stores.
Public Health England and cot death charity The Lullaby Trust issued their warning in a new guide.
Evidence shows that sleeping a baby on anything but a firm, flat, waterproof surface can increase the risk of sudden infant death syndrome.
Around 270 babies lose their lives to SIDS each year in the UK.
Some 91 per of parents say compliance with safer sleep advice is a “very important” consideration when buying a product.
But 41 per cent have bought or are considering an item that fails to conform with this guidance, a poll by The Lullaby Trust reveals.
The report says it is hard for parents to make informed choices because manufacturers make “inaccurate claims” about the safety of their products.
It adds: “For tired parents, any product claiming to help your baby sleep for longer might sound like a good idea.
“However, it is normal for babies under one (or sometimes even older) to wake during the night,
“For safer sleep you don’t need to buy lots of products or spend more on expensive items”.
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