THE government today accepted "more does need to be done and the pace needs to be accelerated’’ to tackle potentially dangerous looped blind cords behind the deaths of 22 children since 1999 - including a Newport toddler.

Business Minister Mark Prisk told a Westminster Hall debate new European standards should be in place by next year in a bid to "design out’’ the fatal flaws.

He said the government was also supporting an information campaign to highlight the risks posed by 250 million looped blind cords already in British homes.

The subject was raised in Westminster Hall, an annex to the main Commons chamber used by MPs to host debates, by Labour MP for Newport West Paul Flynn.

He highlighted the case of 22-month old Newport toddler Joshua Wakeham, who was found dead by his mother Tracey Ford on January 24 after he became entangled in a blind cord. She bravely contacted the Argus to warn other parents of the potential dangers.

Mr Prisk told the debate the figures surrounding blind cord deaths, which have seen 11 children die since 2010, were "appalling’’ and needed a "comprehensive approach’’.

He said: "When the department looked at the standards within the general product safety directive, what we found was the current standard is inadequate and requires substantial amendment.

"This is not something that needs tinkering around the edges. It needs fundamental change to the design standard, but it needs to be done in a way that changes the production line and development worldwide if we can.’’ Mr Prisk said he shared the frustration at attempts to get the worldwide change in design through.

But he said: "We now expect this European standard to be in place next year. Why that is important is it will ensure internal blinds with exposed cords will either not be able to form a loop or should have integrated safety device to protect against the risk of strangulation.’’ Opening the debate earlier, Mr Flynn relayed Ms Ford's story to MPs: "Possibly the worst bereavement any of us can suffer is the unexpected death of a child. It leaves a wound among their loved ones that will never heal.

"The most worrying thing we have at the moment is of the 22 deaths which have occurred in the United Kingdom since 1999, the majority have occurred in the last two years.

"If we had done enough, the number of deaths would be diminishing. But they are not, they are going up.

"I'm not suggesting we need legislation to tackle all our safety problems, it may not be necessary, but I believe the evidence is staring us in the face that what we have done in the past has not been adequate and we need a new impetus from government to tackle the danger - and if necessary put pressure on the industry to make sure these dangerous cords are no longer available, no longer on sale.’’