Baby Safety Alliance Expands Verification Program

3,200 products now Verified across 30+ categories—including new oversight for car seats and counterfeit prevention

MT. LAUREL, N.J., Aug. 5, 2025 /PRNewswire/ -- The Baby Safety Alliance is proud to announce the continued growth of its Verification Program, previously known as the JPMA Certification Program, making it even easier for parents to identify baby and children's products that have been independently tested and can be trusted.

The program, which will celebrate its 50th anniversary next year, now Verifies more than 3,200 products across over 30 product categories throughout the United States and Canada, including a critical new addition: Child Restraint Systems. As copycat and counterfeit baby gear becomes a growing concern, this category expansion ensures families can rely on Verified car seats and other essential baby products with confidence.

"For decades, we've worked with manufacturers and regulators to elevate product safety, and we're thrilled to be expanding our testing collaboration to ensure that more families across North America have access to safe, Verified products," said Lisa Trofe, Executive Director of the Baby Safety Alliance. "We've made it easier than ever for parents to spot products that meet the highest standards—just look for the Baby Safety Seal."

The Baby Safety Alliance Verified Seal (find it at BabySafetySeal.org) is a clear, trusted indicator that a product has undergone independent testing for safety, performance, and functionality. Products are re-tested annually to meet the most current state, federal, and voluntary standards for their category.

The Verification Program's impact is also expanding through new retail partnerships, making it even easier for families to identify tested and trusted baby gear while shopping online. This marks a significant step in bringing verified safety standards directly to the digital shelves where millions of parents make purchasing decisions every day.

As part of its mission to promote safe, accessible products for families, the Baby Safety Alliance has launched a nationwide awareness campaign to educate consumers on the Baby Safety Seal and make product verification more visible at point of sale and online. Watch this video to see how the Baby Safety Alliance Verification Program works. Manufacturers and retailers are incorporating the seal into their product listings and displays, giving parents a simple tool to shop with peace of mind.

"Parents shouldn't have to be safety experts to choose the right products," said Trofe. "Our Verification Program is about taking that burden off families and giving them a resource they can trust. When you see the seal, you know that the product was tested and that it passed."

For more information, visit BabySafetySeal.org or follow @BabySafetyAlliance on social media.

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.

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SOURCE Baby Safety Alliance