New approaches to children’s product safety in the online environment E-SAFEPRODUCT




The statistics colleted by the OECD and other studies on the safety of children’s products sold online demonstrate that nowadays the safety level of products in the e-commerce is below the products sold by traditional stores. In the case of products aimed at children, safety is a critical aspect, as the users are particularly vulnerable and an injury may have fatal consequences.


Product safety requires a special approach when it comes to online sales. It must be considered that there is no physical access to the product and there are intrinsic characteristics to the online shopping process, where a priori there is no seller who offers personalized advice based on the needs of the customer. Moreover, the European legal provisions are incorporating the new business models associated to e-commerce, connected product safety and the surveillance of the online market.


The new regulations will define the obligations in terms of safety of economic operators online, and the fulfilment service providers will become a new member of the list of economic operators against whom the authorities can take action. The children’s product sector must incorporate this vision to their business strategies and risk managment of their products. In order to achieve that, among other aspects, it is required to have in-depth knowledge of the new regulations and European standards that establish the obligations of economic operators in terms of product safety online.


The COVID-19 pandemic has proved the strength and acceleration of the e-commerce business model. According to a study, Europe has become a continent of online customers during the COVID-19 crisis. From the beginning of the contact restrictions, 57% of European consumers purchase online more than ever before. Approximately one out of three Europeans (30%) spend more money on virtual experiences. Out of this context arises the e-SafeProduct project in which AIJU is working to develop practical procedures to evaluate children’s product safety online, and help the industry to meet the new standards. The e-SafeProduct project is launched in two annuities, 2020 and 2021.


The first annuity concluded with the achievement of a specific methodology to evaluate children’s product safety online, which will be validated with real cases in 2021. During 2021 a good practices code for children’s product safety online will be created, and the specific guidelines for the Valencian companies in terms of children’s product safety management online will be established.


OVERALL GOAL The overall goal of the e-SafeProduct project is to generate knowledge regarding the new European guidelines in terms of product safety from the online market perspective and develop practical operating and children’s product safety evaluation procedures that allow the industry to meet the new standards.


RESULTS 2021 Deliverable D4.1 Practical application of the methodology in three case studies. Deliverable D5.1 Development of a good practices code for online children’s product points of sale. Deliverable D6.1 Guidelines for Valencian companies to manage children’s product safety online. Public deliverable, available on AIJU’s website.


GVA line to boost the capacity and activity of AIJU in order to develop excellence in R&D, disseminate the results of the research carried out and facilitate and prompt the transfer of knowledge to Valencian companies.


  • File number: IMAMCE/2021/1
  • Starting date: 1st January 2021
  • Duration: 12 months
  • Status: In progress
  • Amount subsidised: