In January 2025, Swedish car seat specialists Axkid conducted a study revealing stark differences in child car seat safety between the UK and Sweden. Surveying 1,000 parents in each country, the research found that only 22% of UK children aged two to four remain in rear-facing seats - compared to 83% in Sweden.

This is despite overwhelming evidence - including crash tests conducted by the world’s toughest car seat safety standard - proving that rear-facing seats are up to five times safer in a collision.

Both countries follow UN ECE regulations, which permit forward-facing travel from 15 months. But Sweden goes further, with national guidance strongly recommending rear-facing travel until at least age four. Supported by policymakers, emergency services, retailers and insurers since the 1960s, this approach has made extended rear-facing travel the cultural norm.

The study also exposed a troubling safety gap in the UK: 15% of parents with children under two, and 14% with children aged two to four admitted they don’t always secure their child in a car seat - highlighting a clear lack of awareness and enforcement.

In response, Axkid has launched a major UK campaign, backed by Good Egg Safety and Road Safety GB, with two key calls to action:

• Policy reform: Strengthen UK car seat guidance to encourage rear-facing travel until at least age four.
• Public awareness: Deliver a nationwide campaign to ensure parents understand the life-saving benefits of rear-facing seats and can access clear, evidence-based guidance.

Jayne Caul, Managing Director, Axkid UK

With over 16 years of dedicated experience in child passenger safety, Jayne Caul is a leading authority in the UK on car seat safety and extended rear-facing travel for children.

As the Managing Director of Axkid UK, a daughter company to a Swedish pioneering business specialising in rear-facing car seats, Jayne has played a pivotal role in transforming public awareness around child car seat safety.

Driven by a passion for child protection and evidence-based education, Jayne has spent more than a decade working directly with parents and retailers to promote safer travel options for children. Under her leadership, Axkid has grown into a trusted name, known for championing extended rear-facing solutions backed by global safety data and real-world crash performance.

As the first individual in the UK to educate and promote rear-facing car seats, her commitment to education and safety continues to shape the way UK families understand and approach car seat use.

Rebecca Morris, Director, Vision Zero Communications

Rebecca Morris is a road safety PR and marketing specialist with over 20 years’ experience. A former journalist and qualified marketer, she has worked within local authorities, road safety partnerships and led national communications at RoadPeace, the national charity for road crash victims.

Now an independent campaigner and founder of Vision Zero Communications, Rebecca supports companies and public bodies in achieving safer streets through strategic campaigns and powerful storytelling. Her work focuses on turning real-life experiences into compelling narratives that influence change, inspire action and keep people safe - particularly those most vulnerable on our roads.