What the 2025 Product Safety Directive Means for Parents

By Elena Fraser, Safety & Compliance Editor | Safety & Standards Column | Childcare Standards Council

From car seats to cots, baby bottles to bath seats, safety is non-negotiable when it comes to children’s products. In 2025, the updated UK Product Safety Directive introduces important changes that aim to protect families more effectively in an increasingly complex marketplace.

If you're a parent, carer, or anyone responsible for buying children’s products, understanding the 2025 Product Safety Directive is essential. This guide breaks down what’s changing, why it matters, and how to make informed, safe choices moving forward.

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What Is the 2025 Product Safety Directive?

The Product Safety Directive 2025 is the UK's updated legislative framework for general product safety, building on previous laws such as the General Product Safety Regulations (2005). While many principles remain the same, the revised directive responds to:

• The rise of online and cross-border shopping

• Increasing use of digital features in baby and childcare products

• A need for stronger accountability from sellers and manufacturers

• Improved tracking and recall systems

  
  

The directive aligns with many aspects of the EU General Product Safety Regulation (GPSR) but has been tailored to suit the UK’s post-Brexit regulatory environment.

Why This Matters to Parents

Unsafe children’s products can cause harm, from minor injuries to life-threatening accidents. In recent years, issues have arisen from:

• Counterfeit or unregulated goods sold via third-party online marketplaces

• Poor labelling or missing safety instructions

• Delayed recalls or inadequate response to safety concerns

• Smart toys and digital baby gear posing data privacy or electrical risks

  
  

The 2025 directive tackles these challenges head-on, placing stronger legal responsibilities on sellers and importers — and giving parents better tools to spot and avoid unsafe items.

Key Changes That Affect Parents

1. Stricter Rules for Online and Marketplace Sales

From 2025, any product sold in the UK — whether through a high-street shop, a UK-based website, or an overseas seller using an online platform — must clearly:

• State the manufacturer’s name and contact details

• Show compliance markings (such as UKCA or CE, depending on origin)

• Provide essential safety information in English

  
  

Online platforms such as Amazon, eBay, and others now have joint responsibility for ensuring that unsafe or unverified products are removed promptly.

What this means for parents: Always check who the seller is, whether they’re UK-based, and if safety certifications are clearly listed.

2. Mandatory Digital Product Safety Labelling

Manufacturers must now provide digital access to product safety information via:

• QR codes or barcodes on packaging

• Online product manuals

• Recall registration systems

  
  

This allows parents to quickly verify safety features, proper usage, and expiry details using a smartphone.

What this means for parents: Scan the code before use to confirm the product’s safety status and stay informed about updates or recalls.

3. Improved Product Recall and Alert System

The UK will introduce a centralised digital platform to report, trace, and manage product recalls. Sellers are now required to:

• Notify consumers directly (via email, text or app alert) if a product is recalled

• Offer practical solutions such as refunds, replacements, or repairs

• Maintain internal systems for incident tracking and consumer complaints

  
  

What this means for parents: Register baby gear when prompted and keep receipts — this helps you get notified if something is recalled or needs replacing.

4. Clearer Age-Appropriate Warnings and Instructions

All children’s products must now include:

• Age suitability guidance (e.g., “Not suitable for under 36 months”)

• Hazard-specific warnings (e.g., choking risk, sharp edges, supervision required)

• Safe usage diagrams or links to digital guidance (video setup tutorials, FAQs)

  
  

What this means for parents: Don’t ignore warning labels. They’re now clearer, standardised, and designed to reduce misuse — especially with second-hand goods.

5. Expanded Scope: Smart Products and Connectivity

As more baby monitors, toys, and even feeding equipment include smart features, the directive now includes provisions for:

• Electrical safety

• Data security and privacy (especially for products that collect images or sound)

• Cybersecurity protections for connected toys and devices

  
  

What this means for parents: Only purchase smart devices from trusted brands that clearly state how data is collected and stored. Avoid apps that don’t meet UK data protection standards.

What About Second-Hand and Hand Me Down Products?

The directive emphasises that second-hand products must still be safe, particularly when resold.

This means:

• Sellers (including charities or private individuals) must not sell recalled or obviously unsafe items

• Platforms like Facebook Marketplace and Gumtree must provide warnings where appropriate

  
  

Tip for parents: Always check the product label, look up the brand and model online, and avoid items that lack manuals, markings, or safety details.

Responsibilities of Sellers, Retailers, and Importers

The directive increases legal responsibilities across the supply chain, including:

• Retailers must check that products meet current UK standards before stocking them

• Importers must keep documentation and notify authorities of any safety concerns

• Online platforms must remove flagged or non-compliant listings quickly

  
  

What this means for parents: If a product looks suspiciously cheap, lacks branding, or has poor reviews — it may not meet UK safety rules.

Staying Informed: What Parents Can Do

1. Buy from trusted sellers — especially for car seats, sleep products, feeding items, or smart gear

2. Check product reviews and official listings — the Childcare Standards Council and Trading Standards often issue alerts on unsafe goods

3. Register your products — even small items like bottle sterilisers or nightlights may later be subject to a safety update

4. Talk to your nursery or childminder — ask how they ensure product safety in their settings

5. Report concerns — if you suspect a product is unsafe, contact the OPSS or your local Trading Standards team

   
   

Final Thoughts

The 2025 Product Safety Directive brings much-needed clarity and stronger protections for families in the UK. While it places more responsibility on sellers and manufacturers, it also empowers parents to make safer, more informed choices.

Whether shopping online, in-store, or second-hand, knowing what to look for — and what to avoid — is your best defence. Keep safety top of mind, trust your instincts, and don’t hesitate to ask questions or request more information when something doesn’t feel right.