Show buoyancy aids
Display suitable buoyancy aids next to inflatable craft in-store and online.
Campaign names to be decided
Retailers should sell the safety, not just the board.
Inflatable paddleboards and kayaks are often sold as summer leisure products. Open water needs better point-of-sale safety information, visible buoyancy aid guidance, and responsible retail displays.
Coalition platform
Two related asks, built for future campaigns.
Watersports Safety Coalition is an individual-led UK campaign project. KCC may be invited as one of the first club signatories, but the campaign is not owned or organised by KCC. The first workstream has two related campaign asks: better retail safety wording, and mandatory availability of suitable buoyancy aids or flotation equipment wherever beginner inflatable craft are sold.
Campaigns
Initial campaigns
Working name: Safe Sale, Safe Paddle
Safety messaging and wording at point of sale
This campaign asks supermarkets, general retailers, and online marketplaces to make safety wording, warnings, buoyancy aid guidance, and recognised safety links unavoidable before purchase.
Working name: Sell the Buoyancy Aid
Require suitable flotation equipment to be sold or offered
This stronger ask says retailers that sell inflatable paddleboards, kayaks, or similar beginner craft should also sell or directly offer suitable buoyancy aids, personal flotation devices, or lifejackets where appropriate.
Open letter
A simple ask for supermarkets, retailers, and marketplaces
We support accessible paddlesport. Paddleboarding, kayaking, and canoeing can be positive, healthy, confidence-building activities when people have the right information, equipment, and judgement.
We are concerned that inflatable paddleboards, inflatable kayaks, and similar leisure paddling craft are too often sold without clear enough safety information at the point of sale.
Every relevant product listing and in-store display should clearly state that paddlers should wear a correctly fitted buoyancy aid or personal flotation device, carry a means of calling for help, check conditions, understand leash use, and seek recognised safety advice before launching.
Read the messaging campaign open letterRetailer pledge
What responsible sellers can do
Be clear at checkout
Make it obvious when a buoyancy aid is not included in the product package.
Use safer imagery
Avoid normalising paddling without visible safety equipment in product images.
Link to guidance
Point buyers to recognised safety advice before they launch for the first time.
Safety basics
If it floats, wear a buoyancy aid.
- Wear a correctly fitted buoyancy aid or personal flotation device.
- Carry a way to call for help on your person, not stored inside the craft.
- Check wind, weather, tides, flow, cold water, and local hazards.
- Understand leash choice for the craft and environment.
- Tell someone where you are going and when you expect to return.
- Get advice from a club, coach, qualified provider, or recognised safety body.
Supermarket ranking
A factual scorecard for retailer safety behaviour.
Criteria Why it matters
Buoyancy aid visibility Buyers should see suitable safety equipment alongside craft.
Safety wording Product pages should state that a correctly fitted buoyancy aid is recommended.
Product imagery Campaign evidence should note whether images normalise paddling without safety kit.
Guidance links Retailers can point buyers to recognised safety bodies before first launch.
Ranking content will need evidence, date checks, confidence levels, and a retailer right-to-reply route before publication.
View ranking methodologyEvidence
Reviewed sources, not a sensational incident feed.
Official data
RNLI, HM Coastguard, MCA, MAIB, coroner reports, Paddle UK, RoSPA, and public-sector sources.
Manual review
Every incident or statistic should be checked before it appears on the public site.
Source notes
Each claim should carry publication date, access date, confidence, and limitations.
Careful wording
No private incident details, personal data, or unsupported retailer accusations.
Coalition
Signatories, coalition bodies, sponsors, and funding supporters.
Open letter signatories
Clubs, shops, coaches, organisations, and individuals who support a specific campaign ask.
Coalition members
Groups actively participating in campaign work, listed only with explicit permission.
Sponsors
Financial or in-kind support, clearly separated from safety advice and evidence claims.
Funding supporters
People or organisations helping cover hosting, design, evidence, outreach, and campaign costs.
Support the work
Funding, merchandise, and useful safety-kit signposting could support the campaign.
Campaign merchandise
T-shirts, stickers, and print materials tied to specific campaigns.
Safety kit signposting
Dry bags, waterproof phone cases, whistles, and buoyancy aids from reputable shops.
Discount codes
Potential partner codes, clearly marked and not allowed to compromise campaign independence.
Commercial links should be transparent. Safety advice must stay separate from paid placements, affiliate links, or sponsor relationships.
View support optionsSign
Founding supporter sign-up is being shaped.
The live signature workflow will use protected moderation before publication, separate individual and organisation signatories, and private handling of email addresses.