Overview

Effective March 4 2025, Australia’s Competition and Consumer Commission (ACCC) has enforced revised mandatory toy safety standards. The rules target any product that could be used by children younger than 36 months, regardless of how the item is marketed. Amazon sellers listing, importing, or manufacturing such toys on the Australian marketplace must achieve compliance immediately to avoid listing removals or account penalties.

Key Points

• Immediate enforcement — The new standards became active on March 4 2025 with no grace period, meaning non‑compliant listings can be taken down the same day they are detected.
• Broader product definition — Toys not labeled for infants but that a toddler could realistically play with (e.g., a small‑piece building set) now fall under the regulations.
• Heightened hazard focus — The updated rules intensify scrutiny on choking hazards, toxic substances, and structural failures that could injure children under three.
• Mandatory documentation — Sellers must provide up‑to‑date test reports and certificates that explicitly reference the latest ACCC standard version.
• Cross‑border obligations – Overseas manufacturers and FBA sellers need ACCC‑specific evidence; compliance with U.S. CPSIA or EU EN 71 alone is insufficient.

What's Changing

1. Identify all at‑risk toys — Review every SKU that is either marketed for under‑three children or could plausibly be handled by a toddler. For example, a plastic stacking ring set labeled “Ages 3+” must still be evaluated because a two‑year‑old could easily fit the rings in their mouth.
2. Validate against the new ACCC criteria — Obtain fresh laboratory test results that address choking‑size limits, lead‑free material thresholds, and load‑bearing strength. A wooden pull‑toy with detachable eyes, previously cleared under older standards, now requires a test confirming that the eyes cannot detach under a 5 kg pull force.
3. Refresh Amazon product pages — Upload the latest compliance certificates, adjust age‑recommendation fields, and add explicit safety warnings (e.g., “Not suitable for children under 36 months due to small parts”). A plush bunny that previously displayed “Ages 2+” should be updated to “Ages 3+” if it contains any detachable accessories.