The UK government has enacted the Product Regulation and Metrology Act, introducing new product safety laws to hold online marketplaces to the same standards as high street shops.
This move aims to protect consumers from hazardous goods sold online, particularly lithium-ion batteries and e‑bikes which have sparked growing safety concerns.
Preventing unsafe products from reaching consumers
The legislation requires online marketplaces to implement measures that stop unsafe products being listed and sold.
Platforms must ensure that third‑party sellers comply with existing safety obligations, provide accurate product information, and work closely with regulators.
These changes bring a level playing field between digital platforms and traditional retailers in terms of product safety responsibilities.
Background: why product safety remains a concern
In 2024, the Office for Product Safety and Standards recorded 211 fires involving e‑bikes or e‑scooters, about one every 1.7 days, with most incidents linked to unsafe lithium‑ion batteries bought online.
These alarming statistics underpinned the urgency of government action and shaped the development of the Act.
Reaction from retailers and campaign groups
The British Independent Retailers Association (Bira), representing over 6,000 independent businesses, welcomed the Act as a much‑needed reform.
Bira’s chief executive highlighted that independent retailers have long been held to high safety standards, while online marketplaces lacked accountability.
The association encouraged consumers to shop with trusted local high‑street businesses for greater assurance on product quality and safety, particularly concerning electric bikes and lithium batteries.
Which?, the consumer rights organisation, described the legislation as potentially game‑changing for consumer protection. It urged swift government action to clarify the definition of online marketplaces, establish a clear duty of care, and empower regulators to impose meaningful penalties where platforms fall short.
Implications for businesses and consumers
The Act affects approximately 300,000 UK businesses operating in regulated product markets, with a combined turnover estimated at £490 billion.
It provides the Office for Product Safety and Standards clearer authority to pursue high‑risk products including button batteries and small magnets, and builds on initiatives such as the “Buy Safe, Be Safe” campaign launched in October and battery safety guidelines introduced in December.
industry observers suggest the new product safety laws should bring greater transparency and protection for online shoppers.
However, the effectiveness of the reforms will depend on how quickly and effectively regulators and marketplaces adopt the new framework.
Some consumer advocates warn that without clear enforcement mechanisms and tight definitions, unsafe products could continue to circulate online.
The government now faces pressure to move rapidly from legislation to regulation, clarifying responsibilities and ensuring enforcement powers are in place.
The outcomes of these product safety laws will be closely watched by consumers, businesses and campaign groups alike.
