UK sends warning over AI toys
Key Points
- The UK Government launched a Call for Evidence on toy safety on 6 July 2026.
- The Call for Evidence examines emerging risks including chemical safety and AI-enabled toys.
- It remains open until 6 October 2026 and welcomes views from parents, consumer groups, businesses, enforcement authorities, and the public.
- Minister for Consumer Protection Kate Dearden said safety rules must keep pace as new technologies emerge and more purchases move online.
- Consumer spending accounts for more than 60% of the UK economy.
- The exercise follows a wider reform of the UK's product safety framework launched in March 2026, including measures targeting unsafe products on online marketplaces.
- The Government has introduced protections against fake reviews and drip pricing, is acting on subscription traps, and will publish a consumer action plan later in 2026.
The UK Government launched a Call for Evidence on toy safety on Monday (6 July) to examine emerging risks including chemical safety and AI-enabled toys.
The exercise forms part of the Government’s wider programme to crack down on unsafe products, strengthen consumer protections, and provide regulatory clarity to businesses to support trade and growth.
The Call for Evidence will gather views on whether the UK’s toy safety framework remains fit for purpose as new technologies emerge and more purchases move online.
It will remain open until 6 October 2026 and welcomes submissions from parents, consumer groups, businesses, enforcement authorities, and members of the public.
Minister for Consumer Protection Kate Dearden said every parent should be able to buy toys for their children with complete confidence that they are safe.
“The way we shop, and the toys children play with, are changing rapidly as new technologies emerge and more purchases move online. It’s vital that our safety rules keep pace, and this Call for Evidence will ensure we can do that,” Dearden said.
The government said robust product safety rules ensure products are tested to modern standards, protecting consumers while giving responsible businesses the confidence to grow.
Consumer spending accounts for more than 60% of the UK economy.
When people can trust the products they buy, they are more confident to spend, helping businesses grow and supporting higher living standards across the country, the government said.
The Call for Evidence follows a programme of reform of the UK’s product safety framework launched in March 2026, which included measures to address unsafe products sold through online marketplaces.
The government has also introduced new protections against fake reviews and drip pricing, is taking action against subscription traps, and will publish a consumer action plan later in 2026 setting out further measures to protect consumers.
