A grieving family’s campaign has prompted urgent changes to baby-care guidance after their newborn died during “hands-free” breastfeeding.

Seven-week-old James “Jimmy” Alderman was being nursed by his mother, Ellie, while she carried him in a soft sling. She could see his face and thought his position was safe—but minutes later, she noticed he had collapsed. Despite rapid medical help, Jimmy passed away three days later in October 2023 from accidental suffocation.

Following the inquest, the National Childbirth Trust (NCT) and Lullaby Trust revised their advice, warning parents that “hands-free breastfeeding is always unsafe.” Coroner Lydia Brown found that parents had been given “insufficient information” about the risks of feeding babies inside slings.

Jimmy’s father, George Alderman, welcomed the new guidance but said it came with “sadness that change took our son’s death.” The family now urges that safety warnings be printed directly on baby carriers.

Their campaign, Jimmy’s Cuddle, has also raised nearly £19,000 for children’s hospitals and charities. The tragedy serves as a gentle reminder that even loving routines can carry unseen dangers—and that clear guidance can help save lives.