An investigation found 90% of toys purchased through online marketplaces failed to meet robust toy safety requirements in the UK.
A shocking 90% of the toys purchased through online marketplaces for a British Toy & Hobby Association (BTHA) investigation failed to meet stringent UK toy safety requirements and pose a threat to children.
The trade association first raised concerns of unsafe toys being sold through online marketplaces seven years ago in 2018. Evidence has been sought on an annual basis as part of the association’s on-going campaign calling on the UK government to introduce legislation for online marketplaces to prevent the sale of unsafe toys. More than 700 toys have been purchased and tested during this time, with the number of unsafe toys available remaining high.
Kerri Atherton, Head of Public Affairs at the BTHA, said: “It is concerning to still see high levels of unsafe toys available despite many years reporting failures and the online marketplaces publishing they are acting on the findings. With people increasingly buying their toys through online marketplaces, children are left at risk of receiving a dangerous toy. It is critical that the government acts without delay to use its new powers to properly hold online marketplaces to account and ensure that all businesses selling in the UK are held to the same standards.”
The latest investigation assessed toys bought from seven popular online marketplaces: AliExpress, Amazon, eBay, Shein, Temu, TikTok Shop, and Wish. Four in five of the toys failed testing to a safety standard, making them unsafe, while a further 9% failed on legal labelling requirements. The safety concerns include small parts in toys targeted at children under three, which pose a risk of choking and chemical burns, including easily accessible coin batteries. Other common issues included protruding wires, which can puncture skin and eyes.
One example was a sensory toy set aimed at infants. Labelled as an “Amazon’s Choice”, the product posed potential Puncture, Injury, Choking, Asphyxiation and Strangulation risks. The set was marketed as perfect for babies up to 12 months, but included contradictory warnings that it was not suitable for children under three. It also failed to adequately label a UK seller or address on the packaging.
According to data and estimates from sources available to the BTHA, at least 15% of toys bought in the UK are now from an online marketplace third-party seller – and it is a channel that is growing. While traditional retail models have safety obligations under existing laws, online marketplaces are still not responsible for the safety of toys sold by their third-party sellers, meaning it is too easy for these sellers to get away with bypassing standards designed to keep children safe.
Following many years of campaigning to legislate online marketplaces, earlier this year the government passed a new law on product safety. The serious way in which the government is tackling the topic was welcomed by the BTHA. The BTHA is now calling on the government to introduce secondary legislation to put a legal requirement on online marketplaces to ensure that all products sold through their platforms are safe, supported by strong enforcement and penalties.
Ahead of buying toys for Christmas, the BTHA is advising people to be more careful when buying through an online marketplace and has issued advice to help consumers shop safely online.
All individual listings have been reported to government, enforcement, and to the online marketplaces for action.
