NBF Calls on Bed Trade to Back New ‘Who Are You Sleeping With?’ Campaign

The National Bed Federation (NBF) is calling on the bed trade to support a new consumer awareness campaign highlighting the risks of buying unknown mattress brands from online marketplaces and traders.

Launching 16-27 November 2026 across the NBF’s Bed Advice UK channels, the two-week campaign, Who Are You Sleeping With?, addresses growing industry concerns about low-cost, potentially non-compliant imports and unregulated online marketplaces.

The theme stems from the NBF’s 2026 consumer research*, which found that 40% of consumers could not name the brand of mattress they sleep on, raising concerns that they may not know whether their mattress is safe, compliant, as described, or where it originates.

The campaign highlights these risks and asks consumers to do their due diligence and buy from a reputable retailer. It also shares the benefits of buying from NBF-approved members, which are independently audited to check that they comply with UK regulations.

NBF executive director Tristine Hargreaves said: “Cheap imports from outside the UK and the EU, the cost-of-living crisis, and the surge in tempting online ‘bargains’ make it hard for consumers to tell genuine products from those that may not meet the UK’s strict regulations on flammability, cleanliness of fillings, and truthful product descriptions.

“That’s why we saw a need for something harder-hitting than our other awareness campaigns. We invite the bed trade, especially our Retail Champions, to join us in helping consumers make more informed choices and buy from a trustworthy NBF-approved brand.”

A free campaign toolkit, including social media assets and suggested copy, is available to download from the NBF website.

*The 2026 NBF Consumer Bed Buying Survey found 40% of respondents could not remember the brand of the mattress they purchased in the last 12 months.