Read our essential guide to safer shopping at Christmas

The countdown to Christmas is on, and with Black Friday and Cyber Monday just around the corner, millions of us will be hunting for bargains online. But while the deals might look tempting, there’s a hidden danger lurking behind some of those “too good to be true” offers—unsafe and counterfeit products.

From toys to tech, e-bikes to e-scooters, the festive season is prime time for rogue sellers. These products can put your family at risk—especially children—if they don’t meet UK safety standards.

Admit it…

We’ve all rushed to buy something from an online store or marketplace after being lured in by fast delivery, low prices and five-star reviews from fellow bargain-hunters. A common misconception we deal with at RoSPA is that because something is on sale, it must be safe. Sadly, a number of recent incidents have shown that unsafe goods are still widely available:

• 259,000 counterfeit toys seized at UK borders in 2025 – worth over £3.5m, including 236,000 fake Labubu dolls. 75% failed safety tests, containing banned chemicals and choking hazards.
  Read more on GOV.UK
• £6–10 million worth of counterfeit toys seized in London warehouses – branded as Pokémon, Peppa Pig, Marvel, and Star Wars. Some contained toxic phthalates linked to cancer.
  Read more on The Standard

It’s not just counterfeit goods that pose a risk; poorly made or non-compliant products can be just as dangerous. Recent investigations have found baby sleep bags sold on major marketplaces that fail British safety standards, creating suffocation hazards, and e-bike batteries linked to fires and fatalities due to non-compliant chargers. These examples show why it’s vital to shop smart and check for safety marks before you buy.

At RoSPA we’re proud to be behind the charge to ensure that only safe products are placed on the market. We’ve been behind the call to get the Product Regulation and Metrology Act onto the statute books. This Act gives the government the power to better regulate online marketplaces and respond quicker to product safety threats.

The previous Minister for Employment Rights, Competition and Markets Justin Madders said:

“By giving regulators the teeth to clamp down on unsafe products, we’re ensuring people can shop with confidence, whether online or on the high street. This will establish a level playing field and mean online marketplaces are held to the same high standards as bricks and mortar shops”.

RoSPA hopes that the new Minister, Kate Dearden MP, will follow through on this bold promise, and that the government uses their powers to keep shopping safe

So whether shopping for a loved one (or yourself!), shop smart and stay safe by following the RoSPA guidance.

Here’s how to shop smart and stay safe this Christmas:

~ Prioritise safety over savings – A cheap deal isn’t worth a trip to A&E.
~ Check for UKCA or CE markings – These show the product should meet safety standards.
~ Be wary of counterfeit goods – Popular toys and gadgets are often faked.
~ Avoid impulse buys – Research the seller and read reviews before you click “buy.”
~ Stay informed about recalls – Check the Office for Product Safety and Standards website for product safety alerts.
~ Extra caution for baby and child products – Look for age warnings and safety marks.
~ Second-hand gifts? Inspect carefully – Make sure instructions and warnings are included.

More tips for shopping online RoSPA- Stay Safe While Shopping Online | RoSPA Cyber Safety Advice

More on buying toys safely RoSPA- Toy safety | RoSPA’s guide to safe toys and preventing accidents

More on shopping second-hand RoSPA- Second-hand goods safety | RoSPA’s guide to safe purchasing and use