Retailer pledge

Safe Sale, Safe Paddle

A practical checklist for retailers: clear safety information before purchase, with suitable flotation visible, available, and actively offered.

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The pledge

Make safety visible at four points in the sale.

For supermarkets, general retailers, seasonal sellers, marketplaces, and listing teams: focused changes to product pages, displays, checkout, and follow-up.

Product pages

Put a short safety block near the price, product summary, and add-to-basket control.
Show suitable buoyancy aids or PFDs in the same buying journey and say clearly when flotation is not included.
Link to recognised safety guidance before the buyer reaches checkout.

Checkout and follow-up

Use basket or checkout prompts where a beginner inflatable craft is added.
Actively offer suitable flotation before checkout, with clear size, fit, intended-use, and suitability information.
Repeat the safety link in order confirmation or collection messages where practical.
Avoid treating pumps, bags, towels, or leisure accessories as the only recommended add-ons.

In-store and seasonal displays

Place safety wording beside the craft for the whole promotional period.
Keep suitable flotation visible and available for the same promotional period as the craft.
Use shelf-edge signs, hang tags, or display boards that a beginner shopper can scan quickly.
Review seasonal language so inflatable craft are not presented as toys or casual beach novelties.

Imagery and wording

Show suitable visible flotation equipment where product imagery shows someone using or about to use the craft.
Include prompts about wind, weather, cold water, current, tide or flow, leash choice, ability, local restrictions, and calling for help.
Avoid broad claims that imply a craft or accessory is safe for all people, places, and conditions.

What this is

A plain checklist, not a kite mark.

The pledge is not a certification scheme, rating, or legal standard. Use the latest recognised guidance and manufacturer instructions, make suitable flotation visible without implying one product fits everyone, and share the changes you have made.

Tell us you've adopted it Back the campaign publicly