Online childcare products lack essential safety information in nearly half of cases, EU investigation uncovers
The European Union is stepping up its enforcement of safety and traceability measures for baby and childcare products sold on online platforms, with a particular focus on major players like SHEIN and TEMU. This move is part of a broader effort to ensure consumer safety under the General Product Safety Regulation (GPSR) and the Digital Services Act (DSA).
In a significant safety sweep conducted in Q2 2025, national market surveillance authorities of the Consumer Safety Network (CSN), acting on behalf of the European Commission, examined 1,741 baby care product listings across 47 online marketplaces. The sweep prioritised Very Large Online Platforms (VLOPs) including SHEIN and TEMU.
The results were stark. Only 52% of the products met the GPSR safety and traceability requirements. However, VLOPs performed better, with 65% compliance. Authorities ordered the removal of 252 dangerous or non-compliant products, with 62% of these removals targeted at VLOPs like SHEIN and TEMU.
Registration of marketplaces in the EU Safety Gate Portal—a tool to track safety issues—was mandated, and VLOPs showed higher registration rates (80%) than smaller shops (53%). Despite removals, some hazardous products reappeared online, indicating ongoing vigilance is needed.
Beyond GPSR enforcement, the European Commission has initiated an investigation into TEMU under the DSA due to insufficient risk assessment regarding illegal products sold, including dangerous baby toys. The Commission’s preliminary findings indicated TEMU’s risk assessment relied on general industry data rather than specifics about its own platform, leading to inadequate mitigation of illegal and unsafe product sales. This breach exposes TEMU to potential fines up to 6% of its global turnover.
The EU stresses consumer safety online is integral to the Digital Single Market and will hold platforms accountable to strict standards. Beyond product safety, other EU initiatives aim to improve traceability and user protection on online marketplaces. These include enhanced registration requirements, ongoing market surveillance, mandatory removal orders for non-compliant goods, and the use of portals like EU Safety Gate for rapid alert and recall of hazardous products.
The campaign, conducted between April 1 and May 15, 2025, aimed to ensure consumers have access to essential safety and traceability information before purchasing products, particularly on major online platforms like SHEIN and TEMU. The EU-wide product safety inspection found that only 52% of baby and childcare products sold online provide the required manufacturer details.
The inspection was coordinated by the European Commission and involved the Consumer Protection Service and other market surveillance authorities of the Consumer Safety Network. While many unsafe products were removed, 10 cases were documented where dangerous items reappeared, underscoring the need for ongoing vigilance.
The findings were announced by the Consumer Protection Service on Wednesday. The campaign found that 34% of online platforms failed to inform the relevant authorities about the actions taken after receiving safety alerts. Additionally, 42% of listings did not provide any information about an authorized representative within the EU.
The EU's efforts to ensure the safety and traceability of baby and childcare products on major online platforms are ongoing, with plans for further monitoring and regulatory tightening to protect consumers, especially minors, from unsafe or illegal goods online.
Eu authorities have found that a significant number of baby and childcare products sold on major online platforms, such as SHEIN and TEMU, do not meet the safety and traceability requirements set by the General Product Safety Regulation (GPSR). In the Q2 2025 safety sweep conducted by the Consumer Safety Network, only 52% of the products checked complied with the GPSR, while VLOPs like SHEIN and TEMU were 65% compliant.
Furthermore, the European Commission has initiated an investigation into TEMU under the Digital Services Act (DSA) due to insufficient risk assessment regarding illegal products sold, including dangerous baby toys. The Commission's preliminary findings indicate that TEMU's risk assessment relied on general industry data rather than specifics about its own platform, leading to inadequate mitigation of illegal and unsafe product sales.
