Which? found 150 potentially unsafe baby products on Amazon, Etsy and TikTok Shop, and the BTHA found 90% of marketplace toys fail UK safety tests. On Shein and Temu, almost every children’s product tested failed. Here is what is driving the surge in unsafe children’s products online, why a safety mark is no longer proof, what the coming UK reform means for brands, and what parents should look for before they buy.