Press release

Which? issues Christmas safety alert after finding dangerous and illegal children’s toys on marketplaces including TikTok, Wish and AliExpress

Which? is warning shoppers to be wary of toys sold on online marketplaces this Christmas, after an investigation by the consumer champion found products on popular sites that could choke, cut or strangle a child
7 min read
Press Team

The consumer champion bought 23 toys – starting from as little as £1.07 – from AliExpress, Amazon, eBay, Fruugo, Temu, TikTok and Wish, and found serious safety problems with more than half (52%) of them.

The 12 dangerous products posed serious safety risks to children, including choking, sharp points and strangulation.

Many of the toys also had missing or incorrect markings, which are required by law, which alongside those with safety risks, meant that 21 (91%) of the 23 unbranded toys should not be legally sold in the UK.

The research shows yet again how consumers are inadequately protected when buying products from online marketplaces. Which? is calling on the government to urgently put greater legal responsibility on online marketplaces to prevent unsafe items from being sold on their platforms in the first place. 

A significant issue uncovered by testers was with small parts that posed a choking risk for children. This was seen in a magnetic fishing set, bought from an eBay seller, where the magnets detached during testing. 

The tiny magnets were a choking hazard and could seriously hurt any child who swallowed them. The magnets themselves were too powerful to be used in toys for very young children. If magnets are swallowed they could attract each other inside a child’s digestive system, tearing through the lining of the gut and causing severe injuries.

Two baby toys, a sensory fidget toy and musical car keys, from TikTok Shop also broke into pieces during Which?’s testing. Both should have been strong enough to withstand this kind of test. Among many customer reviews of the fidget toy from TikTok Shop complaining of poor quality and loose parts, one said 'my baby choked'. Which? also found this item being promoted through a paid partnership on TikTok. The video, posted by a content creator with 13,000 followers, had been viewed hundreds of times. Which? understands from TikTok that no purchases were made from this content and the content has been removed. 

The keys and dial on a wooden busy board broke into small pieces during Which?’s tension test and similarly small bits broke away from a toy phone. Both were sold on AliExpress. A toy pig bought from a seller on Fruugo had eyes which fell off in testing, creating a choking hazard for a small child if they were swallowed.

Long cords were also a problem. The tests identified a ring teether with bells and ribbons from Fruugo with ribbons that posed a strangulation risk as they were almost 50 per cent longer than the 30cm UK legal limit. This toy also had bells with sharp edges that could cut a baby’s skin. 

Two crib toys from eBay failed to comply with the cords regulations for toys strung across cradles with neither coming with the legally required safety warnings.

Sharp points that could puncture a small child’s skin were another problem. A ‘busy cube’ bought from AliExpress had keys, a fidget-spinner, a castor and a tap attached to a wooden cube. However, it was a million miles away from a toy fit for the advertised 0-3 age range. 

Which? found the key attached to the product came to a sharp point that could puncture a child’s skin. Overall, the product was poorly finished, with exposed edges of brackets and screws.

A decaying battery can do serious damage to a baby’s inner organs if it does not pass through their system quickly. Yet a musical elephant-shaped hanging crib toy bought from a seller on Wish with button batteries that were not safely secured in the battery compartment posed a choking and swallowing risk for small children.

One of the 23 items, a set of animal fridge magnets, and the only product Which? bought from Amazon – did not pose a serious safety risk to children and could be legally sold in the UK. Neither of the two products bought on Temu posed a serious safety risk but one of them could not be legally sold in the UK because Which?’s assessments found that the electrical labelling did not comply with regulations. 

Which? shared its findings with all of the online marketplaces where it found problems. All of the 21 listings for products that failed its tests and assessments have been removed from sale.

Which? is urging the government to put strict new legal responsibilities on online marketplaces to prevent the sale of unsafe products front and centre of its Product Regulation and Metrology Bill so that consumers are far better protected from dangerous and illegal products. 

Rocio Concha, Which? Director of Policy and Advocacy, said:

“It was frighteningly easy for Which? to find dangerous toys for sale on some of the world’s most popular online marketplaces - and this is particularly worrying when we know many people are shopping for affordable gifts ahead of Christmas. 

“We would recommend that shoppers be careful about buying unbranded toys on online marketplaces, as it is hard to have confidence that they will meet UK safety standards set in law to protect consumers. 

“The UK government must act fast and use its Product Regulation and Metrology Bill to put much greater legal responsibility on online marketplaces for keeping unsafe items off their platforms. This must include allowing tough enforcement action, such as heavy fines, if they breach the rules.”

-ENDS-

Notes to editors

  • Which? purchased 23 toys, a wide range of products for children aged 0-3, from online marketplaces in October 2024 and tested them in October and November.
  • Images of the products are available on request.  

How Which? tests toys

Which? tested the toys to extracts from the standards BS EN 71-1 Safety of toys and BS EN 62115 Electric toys to see whether the toys would be safe for children to play with.

Tests looked for whether the toys had sharp edges and points (injury hazard), small parts (choking hazard), had cords attached (strangulation hazard), came with magnets or used small batteries (swallowing hazards). 

Experts also looked for the safety warnings provided on the packaging of the toys and checked the required markings, manufacturer, importer and batch code information. 

Which? has shared the findings of its research with the Office for Product Safety and Standards (OPSS).

Right of replies

AliExpress

‘We take product safety very seriously and we have strict rules and policies in place to ensure a safe online shopping environment. Third-party sellers who list items for sale on our marketplace must comply with the applicable law as well as our platform rules and policies. To ensure compliance, AliExpress requires the merchants to submit relevant qualification documents and, where necessary, testing reports when listing products on our platform for verification. In addition to these measures and control mechanisms, AliExpress conducts regular offline inspections of physical products to verify adherence to safety standards. 

‘However, due to the high volume of parcels, it is challenging to inspect all items. Should a merchant be found non-compliant, AliExpress will take appropriate actions, which can include suspension or closure of the seller's store for serious violations.

‘We thank Which? for bringing your test results to our attention and for the improvement of our control mechanisms. The listings of the products that failed the test have been removed from the site. We have been and will continue to work closely with the OPSS and other regulators to prevent non-compliant product sales on our marketplace.' 

Ebay

‘Consumer safety is a top priority for eBay. We immediately removed the listings reported to us by Which?, and other listings offering these items, from our site. We take a proactive approach to keeping our site safe, using block filter algorithms aimed at preventing unsafe and prohibited listings. These filters, along with our safety alert and recall filters, blocked 99.2% of prohibited listing attempts in 2023. eBay regularly monitors the marketplace using multiple layers of technology and professionally trained eBay investigators, supported by AI, to identify and remove any prohibited listings.’

Fruugo

‘Fruugo is a marketplace - not a retailer in its own right. Nevertheless, Fruugo takes these issues extremely seriously and we understand the importance of ensuring retailers using our platform meet their legal and product safety obligations. That's why we have a full product recall and withdrawal process including an effective notice and take down process that ensures non-compliant products such as these are quickly removed from sale. We also have a content surveillance team that pro-actively sweeps the site for known high-risk items using keyword blocks, image recognition and other AI tools. We can confirm that the three items you brought to our attention have all been withdrawn from the Fruugo platform.’

Temu

‘We prioritize consumer safety and require sellers to comply with applicable standards. The product in question had been removed from sale prior to your email. We are conducting a review and will enhance our monitoring of similar products.’ 

TikTok

‘These items have been removed from TikTok Shop. The safety of our customers is of our utmost priority, and we have strict measures in place to ensure that our sellers comply with regulations and safety standards.’

Wish

Wish did not respond to Which?'s request for comment.

About Which?

Which? is the UK’s consumer champion, here to make life simpler, fairer and safer for everyone. Our research gets to the heart of consumer issues, our advice is impartial, and our rigorous product tests lead to expert recommendations. We’re the independent consumer voice that influences politicians and lawmakers, investigates, holds businesses to account and makes change happen. As an organisation we’re not for profit and all for making consumers more powerful.

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