Bira joins call for tougher online product safety rules

Bira has joined a broad coalition of trade bodies, safety organisations and businesses calling on the Government to strengthen rules governing unsafe products sold through online marketplaces.

The open letter to Business Secretary Jonathan Reynolds MP urges the Government to use powers under the Product Regulation and Metrology Act to introduce a clear legal duty on online marketplaces to prevent unsafe products being listed and sold, backed by effective enforcement powers and financial penalties.

Bira is among dozens of organisations backing the letter, alongside Which?, the British Independent Retailers Association, Association of Cycle Traders, Bicycle Association, British Toy & Hobby Association, Electrical Safety First, National Fire Chiefs Council and a range of other trade and safety bodies.

The coalition says investigations over the past decade have repeatedly uncovered unsafe products being sold online, with products often reappearing after being removed from marketplaces.

Sue Davies, Head of Consumer Rights and Food Policy at Which?, said: “Numerous Which? investigations have highlighted how alarmingly simple it is to purchase hazardous items online. The Government has a once-in-a-generation opportunity to improve our product safety rules, and we hope they take decisive action to protect the public.

“We are urging the Government to introduce rules using powers under the Product Regulation and Metrology Act to impose a statutory duty on online marketplaces to prevent dangerous products from being sold, backed by robust enforcement powers and financial penalties for non-compliance.”

The letter argues that responsible retailers and suppliers already face requirements to ensure the products they sell meet UK safety standards, while online marketplaces can currently allow unsafe goods to be repeatedly listed and sold.

It calls for marketplaces to take proactive steps to prevent unsafe products appearing in the first place, alongside stronger regulatory powers to act where platforms fail to meet their obligations.

The Product Regulation and Metrology Act 2025 gives the Government powers to make regulations covering the marketing of products through online marketplaces and to impose requirements on those controlling or operating marketplace services.

For retailers, the Government’s Clear Pricing guidance also provides a practical check on current pricing obligations, including ensuring mandatory charges such as delivery fees are included in the total price shown to customers; the CMA has warned that businesses which continue to breach price transparency rules could face enforcement action and substantial penalties.

The coalition is now calling on the Government to ensure the forthcoming regulations deliver strong duties and enforcement powers, with the letter warning that delays allow unsafe products to continue reaching UK consumers while compliant businesses face the cost of meeting existing safety requirements.

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