Baby Safety Alliance Celebrates 50th Anniversary of Product Verification

Audio By Carbonatix

MT. LAUREL, N.J.--(BUSINESS WIRE)--Feb 4, 2026--

The Baby Safety Alliance today announced the 50th anniversary of its Verification Program, the longest-running baby gear verification program in the United States. Recently expanded into Canada, the program helps families shop with more confidence in today’s crowded marketplace. While baby products must meet minimum government safety requirements, Verification adds independent testing and additional requirements for safety, performance, and functionality. Today, there are over 3,200 products in the market that are Verified by the Baby Safety Alliance.

This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20260204806966/en/

Baby Safety Alliance Verified Seal. Look for it on packaging and product listings to identify products independently tested for safety, performance, and functionality.

The Verification Program began in 1976, after the U.S. government started issuing more rules for children’s products and manufacturers sought a united voice on safety. Members of the Baby Safety Alliance, formerly JPMA, began meeting to develop safety standards and later partnered with the American Society for Testing and Materials (ASTM), now ASTM International, to strengthen and formalize those standards. The program’s first verified product category was high chairs.

“Fifty years in, our mission is simple: make it easier for families to choose safer products,” said Lisa Trofe, Executive Director of the Baby Safety Alliance. “Parents are being asked to make safety decisions in a marketplace moving faster than standards, enforcement, and information can keep up. Our role is to keep trust visible and verifiable, so safety does not depend on guesswork, marketing claims, or a five-star rating.”

The Baby Safety Alliance Verified Seal, formerly the JPMA Certified Seal, helps parents feel confident in choosing products for their baby. Parents and caregivers can find the Baby Safety Alliance Verified Seal on packaging and product listings when shopping online or in-store. The Verified Seal signifies a product meets all requirements for safety, performance and functionality. To become Verified, each product is sample-tested annually. This year, the Alliance will continue expanding program alignment with retailers and marketplaces as new product categories and compliance expectations evolve.

“Being a member of the Baby Safety Alliance gives us added confidence, and we highly recommend the verification—especially for brands operating in categories where imitation products may exist,” said Richard Quigley, E-commerce Executive at BubbleBum USA LLC. “The verification has enabled us to seamlessly manage our online business through Amazon whilst focusing on driving satisfaction for consumers.”

The Baby Safety Alliance Verification Program is voluntary and based on adherence to ASTM standards, federal and state laws, and select retail requirements. The program is designed to support clearer documentation, reduce duplicative testing where allowed, and provide a consistent verification pathway for manufacturers and retailers.

Additionally, Baby Safety Alliance members have the opportunity to participate in the Amazon Compliance Fast-Track Program for eligible products. Program materials state the partnership helps streamline compliance documentation handling and minimize the risk of delisting tied to product-related documentation questions.

To learn more about the Baby Safety Alliance Verification Program, including how to apply, visit BabySafetyAlliance.org.

About the Baby Safety Alliance
The Baby Safety Alliance is the trusted voice for baby and children’s product safety across North America. Formerly known as JPMA, the Alliance advances safety through advocacy, education, product testing, and philanthropy. Its Verification Program independently tests thousands of products annually across 30+ categories to ensure they meet the highest safety, performance, and functionality standards. The Alliance also offers free guidance for parents and caregivers through Baby Safety University and supports families through the Baby Safety Foundation, a 501(c)(3) charity.

View source version on businesswire.com:https://www.businesswire.com/news/home/20260204806966/en/

CONTACT: Media:

Michelle Hayes

Baby Safety Alliance

[email protected]

(850) 865-7622

KEYWORD: UNITED STATES NORTH AMERICA NEW JERSEY

INDUSTRY KEYWORD: CHILDREN BABY/MATERNITY OTHER RETAIL ONLINE RETAIL EDUCATION PHILANTHROPY RETAIL FAMILY FOUNDATION CONSUMER OTHER EDUCATION

SOURCE: Baby Safety Alliance

Copyright Business Wire 2026.

PUB: 02/04/2026 05:00 AM/DISC: 02/04/2026 05:02 AM

http://www.businesswire.com/news/home/20260204806966/en