Tesco to change the way it sells paddleboards after death of Emma Louise Powell
The UK's biggest retailer is to change the way it sells paddleboards
Last updated 27th Feb 2023
The family of a woman who drowned have welcomed a decision by the UK's biggest retailer to change the way it sells paddleboards - but warn more needs to be done.
Emma Louise Powell , 24, drowned within hours of buying a new board from Tesco at Conwy Morfa in North Wales in July 2022.
Coroner John Gittins afterwards wrote to the retailer to express concerns after her inquest revealed she'd sat and read all supplied information - along with her mum - before heading out and running straight into difficulty.
Tesco says it will now display updated safety guidance - which we campaigned for - following the death of another paddleboarder called Simon Flynn.
Emma's brother-in-Law Michael Tasker has joined our campaign and now wants other retailers and manufacturers to supply better safety information and advice at the point of sale.
David Tidball advises on paddleboarding safety and is a long-standing water safety campaigner, more details about his work here. Mr Tidball helped us obtain figures showing the RNLI now rescue increasing numbers of people who've bought boards online - or in supermarkets - and is worried by the numbers of people heading out without any safety advice or equipment.
What did Coroner John Gittins call for?
In a preventing future deaths report, Mr Gittins raised a number of 'Matters of concern', including: "At the point of sale, there was no safety advice or guidance provided in relation to either the advisory wearing of a safety vest, or the need to be aware that the positioning of a safety leash should take into account the environment/water conditions.
He added: "Unless action is taken to improve the provision of information to purchasers of paddleboards and/or to regulate the sale of paddleboards to ensure that the provision of advice of this nature becomes a mandatory requirement at the point of retail sale, then there is an ongoing risk that further accidents will occur and that lives may be lost as a result."
How did Tesco respond to the coroner?
The supermarket explained: "Tesco sell two paddleboard products which are branded from a single supplier and are not Tesco lines. We only sell these in a limited number of our large Extra and Superstores that are at waterside locations.
"We have been working with our supplier to review the products and information, including safety warnings, accompanying them. Working with British Canoeing, they have updated the graphic to include a QR code that takes the user to wider safety information on their website."
The supermarket says it is awaiting the final designs to be received before it can issue the advice, but adds: "The sticker will be included on all product units which will be delivered to stores for sale in Spring/Summer 2023. We also have a limited number of units (c. 600) which were delivered to stores in 2022 so do not display the new sticker. Small numbers of these units are currently sold on an ad hoc basis and arrangements have been made for stores to receive and affix the stickers to these units, once the stickers are available. We anticipate stickers being ready for distribution to stores by April 2023."
Have other people lost their lives?
A marine accident investigation branch report into the deaths of four paddleboarders at Haverfordwest in South Wales also called for changes and was referenced during Emma's inquest.
Simon Flynn, 42, a tutor from near Cheltenham, died on a 'perfect Summer's Day' after falling off his paddleboard in August 2020 near Rock in Cornwall's Camel Estuary. The strong water current took him towards a moored boat and Simon jumped into the sea while still attached to his ankle leash. The competent swimmer - who did a lot of water sports and surfing - was unable to get free after the leash became entangled and pulled him under the water. A coroner afterwards said it was an 'issue for manufacturers' that should be looked at.
Have retailers already been asked to do more?
Earlier this year following the death of Cheltenham's Simon Flynn in Cornwall's Camel Estuary, his best friend Sam Foyle, Cheltenham MP Alex Chalk and Greatest Hits Radio jointly brought the industry together in the UK Parliament to discuss what joint safety changes and messaging could be agreed. Tesco was among the retailers invited.
A follow-up event was held at the RNLI's headquarters in Poole, and ahead of that the RNLI and British Canoeing wrote to a range of 'large non-traditional water sport retailers' - i.e. supermarkets - urging them to do more to provide safety information at the point of sale.
What are the plans for a new joint sports governing body?
It's the UK's fastest growing sport and a new world-leadingjoint governing body is now being created to oversee safety. The joint approach will see Surfing England leading on 'coastal SUP safety' with British Canoeing leading on messaging for inland waterways - as they both aim to stop those new to the sport getting into trouble.
Where can I go for further information?
British Canoeing has already produced this information about how to 'SUP Safely'
Anyone wishing to apply for the newly created role to take SUP forward can find out more here