15 February 2011

Plunket says the Advertising Standards Authority decision to uphold a complaint against a television advertisement that showed a baby lying face down is a great step towards putting the safety of our infants first.

“Sudden Unexpected Death of an Infant (SUDI), also known as cot death, claims the life of over 60 children under one year of age every year in New Zealand,” says Plunket Clinical Advisor Maria Browne.

“Babies spend a lot of time asleep so it’s important for parents and care givers to understand the facts and the things they can do to help reduce the risks of SUDI.”

There are sevenfactors that are known to protect children from SUDI.
• Having a smoke-free pregnancy and household
• On their back for sleeping
• Breast feeding
• When asleep a clear face and head free from hazards that can lead to suffocation
• Sleeping with baby in your room for the first 6 months
• Ensuring your baby sleeps in its own bed, especially if premature, born small or your family is not smoke free.
• Handling babies gently
The babies that are safest from SUDI have all seven factors present.

Plunket commends the Change for Our Children organization for raising this concern with the Advertising Standards Authority.

For more information about how you keep your baby safe from SUDI visit www.plunket.org.nz or call PlunketLine on 0800 933 922.

ENDS

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