Farmers retail chain has withdrawn baby pillows from sale and is investigating safety concerns about their use.
The move follows a complaint to the Commerce Commission by Christchurch ante-natal educator Jo Fowler.
Ms Fowler complained that Farmers had misled parents by promoting cot and bassinette pillows as "essential" items in its baby
products brochure.
Child health experts agree that pillows are potentially harmful to babies under the age of two.
But there are no laws or guidelines restricting the sale of baby pillows.
Child and Youth Mortality Review Committee chairman Professor Barry Taylor said that, overseas, babies had been found dead in cots with pillows but he could not recall a New Zealand fatality.
Cot Death Association medical adviser Associate Professor Rodney Ford said it was "a ridiculous thing to sell a baby product that is of no use whatsoever and potentially harmful".
Farmers merchandise controller Rod McDermott has apologised to customers for the misleading advice in its brochure.
Farmers will print a new Plunket-approved brochure. The company is also investigating whether to stop stocking baby pillows, or introduce signs with an under-two age advisory.
In the meantime, the pillows have been removed from Farmers' shelves.
Baby City is also putting pillow sales on hold while it seeks expert advice.
It would investigate the issue, but would continue to sell pillows to parents.
The pillows previously sold by both chains are made by Christchurch manufacturer Bye Bye Baby Products.
Managing director Bruce Nuttall said he was not aware of any deaths or injuries in the 20 years Bye Bye had been producing them.
- NZPA
