Toy safety, the EU raises the bar: new rules to protect children from toxic substances and non-compliant products.

The European Union has taken a decisive step towards protecting minors by introducing a new and more stringent toy safety regulation, which has been definitively approved by the European Parliament. The goal is clear: to drastically reduce the presence of dangerous products on the market and ensure that every child can play without risk to their health.

This is the most significant update since the 2009 directive, necessitated by the increase in online purchases—often through non-EU marketplaces—and the widespread introduction of digital technologies into the toy industry. The new rules will enter into force after a four-and-a-half-year transition period, allowing manufacturers, importers, and distributors to adapt.

Ban on toxic substances and endocrine disruptors: a safer market

Among the key points of the new regulation is the drastic expansion of prohibited substances. In addition to the traditional ban on carcinogenic, mutagenic, and reprotoxic (CMR) substances, the legislation imposes a ban on:

• Endocrine disruptors, which alter the growing hormonal system of children;
• PFAS and other “eternal” substances, difficult to dispose of and harmful to organisms and the environment;
• High-risk bisphenols;
• Substances harmful to the skin, respiratory system and internal organs.

Particular attention also to the allergenic fragrances, prohibited in games intended for very young children (under 3 years old) and in toys designed to be put in the mouth.

A turning point that aims to curb a worrying phenomenon: in 2023 alone the EU imported toys worth 6,5 billion euros, 80% of which are from China, and the toys were the second most reported product in the European rapid alert system for dangerousness.

Safety assessment and strict controls

Before placing a toy on the EU market, manufacturers will have to carry out a full assessment of:

• chemical risks,
• physical and mechanical risks,
• electrical hazards,
• flammability,
• hygiene,
• radioactivity,
• psychological and cognitive risks in the case of digital devices.

An absolute novelty concerns the digital toys, for which manufacturers will have to demonstrate that they do not present risks to children's mental health, taking into account age-related vulnerabilities.

The digital product passport is born: a revolution for customs controls.

One of the most significant innovations is the introduction of the Digital Product Passport (DPP), a mandatory digital passport for every toy sold in the EU.

This tool:

• certifies compliance with safety regulations;
• improves traceability;
• speeds up customs checks;
• allows parents to easily access information and warnings via QR code;
• facilitates market surveillance and the rapid removal of non-compliant products.

A technological leap that aims to limit the huge influx of illegal toys purchased online.

More responsible marketplaces: stringent obligations for platforms

The new regulation also introduces stricter obligations for economic operators and digital stores.

Online marketplaces will have to:

• allow the CE marking to be clearly displayed;
• display safety and compliance warnings;
• allow viewing of the digital passport;
• remove non-compliant toys, now classified as “illegal content” under the Digital Services Act (DSA).

Manufacturers and importers, however, will be required to carry out more thorough checks, display clear warnings, and immediately inform the authorities in the event of risks.

The speaker: "A victory for children and for businesses"

The rapporteur of the measure, Marion Walsmann (EPP, Germany), called the agreement “a victory for consumers, producers and for the future of our children”, underlining how the new regulation creates a clear framework within which companies can innovate responsibly, with adequate transition times.

Next steps

The new rules will enter into force 20 days after publication in the Official JournalFrom that moment on, the market will gradually adapt, a process that will last over four years.

The EU is determined to protect minors in an increasingly complex global market. With stricter rules, innovative technologies, and accountability for online platforms, Europe is sending a strong message: child safety is non-negotiable.