Identifying Authentic Children’s Products: A Guide to Safety and Quality

When buying products for children, safety and quality naturally come first. From lunchboxes and drink bottles to tableware and accessories, parents want to know that the products they choose come from reliable sources and meet the standards expected in Malta and across the European Union.

With online marketplaces making products from around the world easier to access than ever, it can sometimes be difficult to distinguish genuine branded products from counterfeits or imitations.

It is important to make one distinction clear: an unbranded or less expensive product is not necessarily unsafe or inferior. Many unbranded products legitimately comply with European safety requirements. The concern arises with counterfeit products, misleading copies and products whose manufacturer, importer, materials or compliance cannot be reliably established.

Why authenticity and traceability matter

Genuine branded products are normally supported by an identifiable manufacturer or authorised supply chain. This provides traceability and accountability if a safety or quality issue arises.

Counterfeit products, on the other hand, may imitate the appearance, branding or packaging of genuine products without being manufactured or authorised by the brand owner.

This can create uncertainty about where the product was manufactured, which materials were used and whether the appropriate testing, quality controls and regulatory requirements were followed.

This is particularly important for products intended for children and for products that come into contact with food or drinks.

Understanding EU safety requirements

Products sold in Malta are subject to applicable Maltese and European Union product-safety legislation.

The EU's General Product Safety Regulation (EU) 2023/988, which has applied since December 2024, strengthened safety and traceability requirements for consumer products sold both in physical shops and online.

Food-contact products, such as lunchboxes, food containers, plates, cups and drinking bottles, are also subject to specific European legislation.

This includes Regulation (EC) No 1935/2004, which establishes general safety requirements for materials and articles intended to come into contact with food, together with Regulation (EC) No 2023/2006 on good manufacturing practice.

Additional EU rules apply to particular materials and substances used in food-contact products. European legislation has also introduced stricter controls concerning BPA and certain other bisphenols in food-contact materials.

These rules are intended to help ensure that materials used in food-contact products do not transfer substances to food in quantities that could endanger human health or otherwise make the food unsuitable.

What about CE marking?

CE marking is often associated with product safety, but it is important to understand what it actually means.

Not every children's product requires CE marking.

CE marking is required only for products covered by specific EU legislation that provides for it—for example, toys and certain electrical products.

Ordinary lunchboxes, food containers and similar food-contact products should therefore not be judged as safe or unsafe simply according to whether they display a CE mark.

Instead, consumers should look for the information, markings, warnings and manufacturer or importer details required for that particular type of product.

How can you identify a suspicious product?

Counterfeit products can sometimes look remarkably similar to genuine ones, particularly when shopping online. However, there are several warning signs worth watching for.

1. Check who is selling the product

Purchase from reputable retailers and sellers who clearly identify their business and provide appropriate contact information.

When buying branded products, check whether the seller can demonstrate that the products come through legitimate distribution channels.

2. Be cautious of unusually low prices

A substantial price difference does not automatically mean that a product is counterfeit. Retailers may legitimately discount products for many reasons.

However, if a supposedly identical branded product is being offered at a price that appears exceptionally low compared with established retailers, it is sensible to investigate further before purchasing.

3. Examine the product and packaging

Counterfeit goods may sometimes have differences in printing, logos, colours, spelling, packaging quality or product finish.

These differences alone do not prove that a product is counterfeit, but they can provide a reason to check its authenticity with the manufacturer or authorised distributor.

4. Look for traceability information

Depending on the type of product and the applicable legislation, information identifying the manufacturer, importer or other responsible economic operator may be required.

Instructions, safety information and warnings should also be provided where required and in a form that consumers can understand.

Traceability is important because it allows a product to be identified and appropriate action to be taken if a safety issue is discovered.

5. Check claims with the manufacturer

If you are unsure whether a branded product is genuine, contact the brand owner or its authorised distributor.

Many established manufacturers can help confirm whether a retailer or product is genuine, particularly when supplied with photographs, packaging information, batch numbers or other identifying details.

Why counterfeit products are a wider concern

Counterfeiting is not simply about receiving a product that looks different from the original.

European and international enforcement authorities have documented links between parts of the counterfeit trade and organised criminal networks, money laundering and labour exploitation. Research by the OECD and the European Union Intellectual Property Office has also identified associations between counterfeit trade and forced labour, child labour and unsafe working conditions.

This does not mean that every counterfeit product or seller is connected to organised crime. It does demonstrate why consumers should favour transparent and traceable supply chains when purchasing products, particularly those intended for children.

Buying safely online

Online shopping provides enormous choice, but consumers should take a few precautions.

Before purchasing, check who is actually selling the product—not simply the name of the marketplace on which it appears.

Look for clear business details, product information, safety information where applicable and realistic contact details. Be cautious when the identity of the seller or origin of the product is unclear.

For branded products, consider checking the manufacturer's official website or authorised retailer information if you have doubts about a seller.

Keep your proof of purchase

Always retain your receipt or other proof of purchase.

This can make it considerably easier to exercise your consumer rights if there is a problem with the product.

For online purchases, order confirmations, invoices and payment records can also provide useful evidence of where and when the product was purchased.

What should you do if you suspect a product is counterfeit or unsafe?

If you have concerns about a product you have purchased, stop using it if you believe that continuing to use it could present a safety risk.

Keep the product, packaging and proof of purchase and contact the retailer to explain your concerns.

Depending on the circumstances, remedies may be available under consumer law.

You can also contact the brand owner or authorised distributor if you suspect that a branded product may be counterfeit.

Suspected unsafe products or potentially misleading commercial practices may also be reported to the Malta Competition and Consumer Affairs Authority (MCCAA), while suspected intellectual-property infringements can be referred to the appropriate authorities.

Making an informed choice

Price and branding alone do not determine whether a product is safe.

An unbranded product can comply fully with European requirements, while a familiar-looking product bearing a recognised logo should not automatically be assumed to be genuine.

What matters is purchasing products from reliable and traceable sources, checking the information supplied with the product and being cautious when the origin or authenticity of an item is unclear.

At Vanilla Mummy, we believe parents should be able to make informed choices about the products they purchase for their children. We work with established brands and legitimate supply channels and aim to provide clear information about the products we offer.

When it comes to children's products, knowing what you are buying, who made it and where it came from can be just as important as the name printed on the packaging.

This article provides general consumer information and is not intended as legal advice. Product requirements vary according to the type of product, its materials and its intended use. Consumers and businesses should refer to the applicable Maltese and EU legislation or seek appropriate professional advice where necessary.