End The Misinformation

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By checking this box, you agree that you are an authorized representative of the organization listed above and have the authority to sign the "End the Misinformation" letter on behalf of your organization. You are giving us permission to share your submission with retailers and other third parties that could help support our efforts in removing dangerous language from product descriptions being used to sell child flotation devices.

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Parent Letter to Retailers

Dear Retailer,

Drowning is the single leading cause of death in children ages 1-4 in the United States.

It is preventable — and while your company may unwittingly be contributing to this epidemic, you can be part of the solution.

We are the mothers, fathers, family, and friends of children who have drowned, and we are reaching out to you to bring your attention to a contributing factor which is within your power to change.

Flotation devices are being marketed and sold in a way that we believe increases the risk of children drowning.

Product packaging language makes such claims as “learn to swim easily,” “parents can finally enjoy peace of mind,” and “increase their confidence in water,” many parents find themselves using the products under false assumptions and developing a false sense of confidence and security when it comes to their child’s aquatic ability and safety.

End The Misinformation

Simply put, these devices do not teach children to swim, and their usage may actually increase the risk of drowning. Children should only use flotation devices that have been approved by the U.S. Coast Guard, and many of the products on the market lack this important certification. Flotation devices are ideal for protecting children who are around water for whom being in the water would be risky. This includes boating on open water, and being around water. Routine use of flotation devices in swimming pools and other swimming sites may actually increase risk of drowning, providing the child and parents a false sense of security in the water. We believe this contributes to the fact that almost 70% of young children who drown do so when it is not swim time. We ask that you bring your powerful voice to ensure that messages like these stop appearing on your website, in your marketing, and along your store’s aisles.

We also ask you to join forces with us at the National Drowning Prevention Alliance. Together with our consortium of parents, organizations, companies, leaders and change agents, we can End the Misinformation and make a significant impact on this most critical issue.

Please reach out to us so that we can share more about what is being done to prevent childhood drowning and how you can help.

Thank you,

Adam Katchmarchi, Ph.D.
Executive Director
National Drowning Prevention Alliance

Benjamin Hoffman, M.D.
Chief Medical Advisor
National Drowning Prevention Alliance

FAQs

What language does the NDPA believe is dangerous and misleading?

Fun and colorful marketing language helps sell products. However, when it comes to flotation devices, parents need clear and accurate messaging about the products that they are buying and their intended use. Many children’s flotation devices available from major retailers make substantial claims about their devices performance and outcomes that we consider misleading, especially regarding learning water safety and swim skills. Many of these products are not approved by the U.S. Coast Guard (USCG). Here are 10 examples of dangerous and misleading language being used to market flotation devices from various retailer websites:

1. “Parents enjoy free time while kids are safe in water”
2. “Helping beginning swimmers learn how to swim”
3. “Learn to swim easily”
4. “…kids feel happy and stay safe, while parents can finally enjoy peace of mind”
5. “Confidence helper – swimming is a great sport helping kids build independence and confidence.”
6. “…helps kids fast learn swimming”
7. “Easiest way for learning to swim. Life vest jacket with attached arm bands for teaching kids to safely learn to swim!”
8. “Learn-to-swim aid for beginners in the water, swimming pool for children. More freedom and confidence to swim and play.”
9. “Parents can relax with confidence while their kids are in the pool.”
10. “Help your child to learn to swim faster and easier”

What is the purpose of this campaign?

The messaging and marketing used to sell these devices to the public must provide sound water safety information. As part of this effort, we are asking retailers to closely examine how these devices are marketed and messaged on their website. USCG tested and approved flotation devices serve a critical role in water safety and drowning prevention (especially in open water environments). US Coast Guard Approved devices are designed and tested for buoyancy and are highly recommended for use in certain situations such as boating, open water activities, and when weak or non-swimmer are around water. They are designed to protect people if they end up in the water when they were not expecting it.

Does the NDPA believe that lifejackets are a layer of protection?

Yes. USCG tested and approved flotation devices can be an important and effective a layer of protection, especially in all open water environments. However, overreliance on one layer of protection can be dangerous. Other layers, such as barriers/fences, alarms, supervision, and gaining water competency are critical components to any water safety plan. The messaging and marketing around all layers of protection, including flotation devices, must reflect accurate safety information for consumers. Misleading messaging can confuse consumers and create a false sense of security and confidence.

Can a child learn to swim on their own by using a flotation device?

No. While some programs utilize flotation devices as a tool in formal lessons, a child will not learn to swim independently and proficiently, or gain water competency by only using a flotation device.

Are all flotation devices tested and approved?

No. Not all devices sold by retailers are tested and approved flotation devices. Devices that are not tested and approved should not be considered a safe layer of protection or be part of a family’s water safety plan. Flotation devices are tested and approved by the USCG based on their buoyancy and ability to protect someone while boating. USCG approval has nothing to do with use in swimming pools, and certainly not in relation to learning to swim. Many of the devices available from major online retailers for young children do not include information on testing and approval, meaning they have not been USCG tested and approved. Clear and accurate messaging is critical to ensure consumers use devices appropriately and do not overly rely on only one layer of protection.

When do you use flotation devices?

USCG tested and approved flotation devices (lifejackets) should be worn by everyone, regardless of age, in open water and boating situations. Weak and non-swimmers should also wear tested and approved devices when they are around water and other layers of protection, such as supervision and barriers, are not in place.

Is the NDPA questioning or asking for changes to the US Coast Guard PFD approval process?

No. The NDPA is not questioning or asking for any changes to the US Coast Guard PFD approval process. The NDPA recommends that families should only ever use flotation devices that have been tested and approved.

Is the NDPA asking for flotation devices to be removed from the marketplace?

No. The NDPA is not asking for retailers to remove products from the marketplace. We are asking retailers to reexamine the language they use to market and sell children’s flotation devices. Simply put, flotation devices should not be equated to “learn to swim,” or with any suggestion that their use can be associated with a lesser degree of parent/caregiver supervision.

What action is the NDPA asking from major retailers?

We are asking major retailers to closely examine the marketing and messaging being used around children’s flotation devices to ensure parents are not receiving inaccurate or misleading water safety information. Specifically, to eliminate messaging that any flotation device, USCG approved or not, is not a learn to swim product. The NDPA and the water safety community is here to help.

How can I help?

You can help by signing our letter and asking retailers to closely examine how puddle jumpers and other flotation devices are marketed on their websites. Please know that we are not asking for boycotts or social media shaming of companies mentioned as we believe that they – like too many of us – have been unaware of this issue. Instead, we aim to gather as many voices and signatures as possible.

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