Brussels, 9 July 2025 –The European Parliament today sent a clear message: stronger measures are needed to protect consumers from illegal products—including dangerous and counterfeit toys—sold via online platforms, often by non-EU sellers.
With its adoption of the report on Product Safety and Regulatory Compliance in E-Commerce and Non-EU Imports, MEPs rightly highlight the persistent lack of platform accountability, particularly in cases where sellers are untraceable or based outside the EU. The current system remains largely reactive, allowing unsafe goods to reach consumers before enforcement action is taken.
MEPs also emphasised the urgent need to reform the Union Customs Code, equipping customs authorities with the tools necessary to better monitor and control goods entering the EU.
The Parliament further acknowledged the crucial role brand owners play in identifying counterfeit products, enabling faster removal from the market. The report calls on the European Commission to issue clear guidance on the role of “trusted flaggers” and to formally recognise rights holders under Article 22 of the Digital Services Act (DSA).
“This vote shows that the European Parliament takes the growing risk of unsafe toys sold online seriously,” said Catherine Van Reeth, Director General of Toy Industries of Europe (TIE). “This is a welcome development—both from a consumer protection standpoint and for businesses that prioritise toy safety while facing unfair competition. But recognition must be followed by action. We need a system that prevents—not just reacts to—dangerous products reaching consumers. Children’s safety cannot wait.”
TIE therefore calls for:
- Immediate closure of the accountability loophole: Online marketplaces must be recognised as economic operators, so they are legally responsible when no other EU-based entity assumes responsibility for the safety of toys sold on their platforms.
- Mandatory seller traceability requirements across all online platforms.
- Urgent reform of the Union Customs Code, including the introduction of a “deemed importer” mechanism to ensure that someone is held responsible for product compliance at the EU border—even when the seller is based outside the EU.
- Clear guidance from the European Commission on the role of trusted flaggers, and formal recognition of rights holders under Article 22 of the DSA.
TIE urges the European Commission and Member States to act swiftly and decisively. Ensuring a safe and fair digital marketplace is essential—for consumers and for the many responsible businesses that play by the rules.
