Product safety rules for online sellers in the UK: duties for eBay sellers of imported goods

What are the product safety rules for online sellers in the UK?

The core of the product safety rules for online sellers in the UK is simple: products must be safe. gov.uk's product safety advice for businesses says the General Product Safety Regulations 2005 require all products to be safe in their normal or reasonably foreseeable usage. Specific rules for product types such as toys, electrical goods and cosmetics can take precedence over the general rules where they apply.

Who carries which duty depends on your role in the supply chain. A seller who imports goods from AliExpress or another overseas supplier usually has more duties than a seller who buys from a UK wholesaler, because the importer is the first business to place the product on the UK market.

Northern Ireland follows different arrangements for some product rules, so sellers based there, or sending stock there, should read the Northern Ireland sections of the gov.uk guidance. In Great Britain, local Trading Standards provide advice and enforcement, and the Office for Product Safety and Standards handles national cases.

This guide explains the general rules in plain words. It is not legal advice, so check the gov.uk guidance for your products and take advice for higher-risk goods.

Are you a manufacturer, importer or distributor?

Product safety law gives different duties to different roles. Working out which you are is the first step.

Selling under your own brand is the step that surprises people. gov.uk says an importer who places products on the market under their own name or trademark takes on the manufacturer's responsibilities. If you plan to private label AliExpress products, plan for those duties from the start.

What must importers of AliExpress products do?

If you import, these are the practical tasks for each product:

1. Know the rules for the product type. Check whether specific regulations apply, for example to toys, electrical items or products for children.
2. Get the documents. Ask the supplier for the declaration of conformity and test reports where the product type needs them, for the exact model you buy.
3. Check the markings. Make sure the product carries the right conformity marking where one is required. Our guide to UKCA and CE marking for imported products covers this.
4. Add your details. Put your name, trade name or trademark and postal address on the product, its packaging or an accompanying document.
5. Check instructions and warnings. Make sure buyers get safe-use information in English.
6. Keep records. Keep supplier details and documents for every batch.

Most of these tasks happen once per product and then once per batch. Build them into your sourcing routine so they are never skipped when you are busy, such as before Christmas.

If a supplier cannot give you what the product needs, do not buy it in bulk. The duty is yours, not the supplier's, once the goods are in the UK.

What must every seller do, whatever their role?

Some duties apply to every business that sells consumer products, including distributors and retailers.

• Do not sell unsafe products. gov.uk says you must not sell products that you know, or should have known, are unsafe. Ignoring obvious warning signs is not a defence.
• Keep traceability records. Keep records identifying your suppliers, so a product's origin can be traced if there is a problem.
• Act on safety problems. Report safety risks or consumer incidents to the manufacturer, supplier or local Trading Standards.
• Take part in recalls. If a product you sold is recalled, help contact buyers and remove stock from sale.

gov.uk publishes product safety alerts, reports and recalls. Checking it before you buy stock in a new product type, and now and then for products you already sell, is a quick way to spot problems others have found.

When a buyer reports a safety problem

A message saying a product overheated, broke in a dangerous way or hurt someone needs a fast, careful response.

1. Pause the listing, and any others for the same product, while you look into it.
2. Ask the buyer for details and photos, and offer a return or refund straight away.
3. Check the rest of your stock from the same batch for the same fault.
4. Tell your supplier, with the evidence, and ask what they know about the batch.
5. If the product could be dangerous, contact your local Trading Standards for advice. gov.uk can help you find your local Trading Standards office.
6. Keep a written record of every step and every buyer who received the batch.

Acting quickly limits harm to buyers and shows regulators you take your duties seriously. Waiting to see whether more complaints arrive does the opposite.

Which imported products carry the most risk?

Some product types are much more likely to cause harm, and are more tightly regulated. Take extra care, or avoid them until you are ready, with:

• Toys and children's products. Small parts, magnets, cords and chemicals are common hazards.
• Mains electrical goods. Chargers, adaptors, heaters and lights can cause shocks and fires.
• Lithium batteries and power banks. Fire risk in use and in transit.
• Cosmetics and skincare. These have their own regulations and safety assessment requirements.
• Items that touch food. Materials must be suitable for food contact.
• Protective equipment. Helmets, safety glasses and similar items must actually protect.

For a seller starting out with AliExpress stock, simpler products with no mains power, no batteries and no young children as users are the safer place to begin.

A worked example: one product, three decisions

Example: suppose a hypothetical seller is choosing between three AliExpress products for eBay UK. The details are invented to show the reasoning.

Product A: a plain bamboo bathroom shelf

No specific product regulations for marking, no power, not for children. The seller checks the sample is sturdy, finishes are smooth and fixings are included, adds their name and address to the packaging and keeps the supplier invoice. Low risk, straightforward.

Product B: a USB-powered desk lamp

Electrical, though low voltage, and it may come with a plug adaptor. The seller asks for the declaration of conformity and test reports, checks the marking and the adaptor, and adds English instructions. Moderate effort; worth it only if the supplier's documents are solid.

Product C: a magnetic building toy for children

Toy safety rules apply, and magnets are a known hazard for young children. The supplier sends vague answers and no documents. The seller drops it. In this example the margin on the toy was the highest of the three, which is exactly why the decision has to come from safety, not price.

How does product safety connect to your eBay account?

Safety problems turn into eBay problems quickly: returns, negative feedback, not-as-described requests and listings removed. You stay responsible for every item you sell, and for your buyers' satisfaction, under eBay's rules.

That responsibility is also why the sourcing model matters. eBay's drop shipping policy allows dropshipping from a wholesale supplier, but listing an item and then buying it from another retailer or marketplace that ships directly to your buyer is not allowed. Importing stock you have checked, holding it and posting it yourself means you have seen every product before a buyer does. Our guide to ordering samples from AliExpress shows how to test products before you commit.

If a product causes harm, manufacturers and in some cases others in the supply chain can be sued under the Consumer Protection Act 1987. Many businesses buy product liability insurance for that reason.

A quick checklist

• Decide whether you are the manufacturer, importer or distributor for each product.
• Check which specific product rules apply to each product type.
• Get documents for the exact model before any bulk order.
• Put your name and address on imported products, their packaging or documents.
• Keep supplier records for every batch.
• Check gov.uk's product safety alerts for products like yours.
• Consider product liability insurance once you import.