They promote sleeping baby on their backs to prevent SIDS.

Zoe prefers to sleep on her side, and as I am with her when she sleeps I am happy to let her do this. Harriett was the same.

Just found this on the SIDS site, I highlighted the part I personally think is more of a prevention

Since it’s inception in the early 1990’s, the campaign has reduced the incidence of SIDS by 85% saving over 6500 babies lives. Vigilance is still required in delivering our Safe Sleeping message to the broad community as sadly the cause of sudden infant death syndrome remains unknown with more research into the cause still needed.

How to Sleep your Baby Safely:

1. Sleep baby on the back from birth, not on the tummy or side

2. Sleep baby with face uncovered (no doonas, pillows, lambs wool, bumpers or soft toys)

3. Avoid exposing babies to tobacco smoke before birth and after

4. Provide a safe sleeping environment (safe cot, safe mattress, safe bedding)

5. Sleep baby in their own safe sleeping environment next to the parent’s bed for the first six to twelve months of life