Introduction
The adult toy industry has long flown under the radar of regulators. But that grace period is over. From toxic materials to misleading claims, enforcement authorities across the UK and EU are waking up to the risks in this once-ignored category.
For manufacturers, importers, and white-label brands, the message is clear: compliance is no longer optional. Whilst there may not be an industry-specific regulation (yet), the category does fall under the remit of the General Products Safety Regulation, and depending on the product, even the Cosmetics Regulation 1223/2009
And when the knock comes? You need answers. Fast.
That’s where the MAVRYX Compliance Helpdesk becomes your best ally.
Why the Industry Is Being Targeted
Here’s what’s changed:
- Growing scrutiny from Trading Standards over product safety and labelling.
- Crackdowns on fake CE/UKCA markings.
- Media and NGO investigations into phthalates and other harmful chemicals in sex toys.
- Online retailers are delisting non-compliant brands.
The adult sector is facing the same expectations as children’s toys or electronics, but with added stigma and zero margin for error.
Common Pitfalls We See
- No technical file or incomplete documentation.
- Incorrect or missing warnings on packaging.
- Lack of conformity assessments or DoCs.
- Use of unauthorised substances (e.g., plasticisers banned under REACH).
- No designated EU/UK Responsible Person.
These aren’t just technical flaws. They’re liabilities.
Why a Helpdesk Matters
When a product is pulled or flagged, timing is everything. With a Compliance Helpdesk, you have:
- Instant access to advisors trained in PPE, cosmetic, and toy standards, all of which overlap with adult products.
- Document templates and audit-ready technical files.
- Support across time zones to liaise with overseas factories and regulators.
- Guidance on responsible person registration and legal traceability.
It’s not about ticking a box. It’s about staying in business.
Case Study: Stopping a Brand From Getting Blacklisted
A premium sex toy company received a delisting notice from a major online retailer. Their products lacked a Declaration of Conformity and used ambiguous materials.
We stepped in through the Helpdesk to:
- Audit the tech file and materials.
- Draft a Declaration of Conformity.
- Rewrite warnings to meet appropriate standards.
- Provide a UK Responsible Person for listing recovery.
The outcome: reinstated listings, regulatory peace of mind, and a better supply chain process.
Who Needs This?
- D2C adult product brands.
- Dropshippers and white-labelers.
- Importers from China and Southeast Asia.
- Retailers who want to avoid listing delistings or fines.
Don’t Get Caught with Your Docs Down
Regulators are watching. So are platforms. Protect your product, and your reputation, with on-demand compliance support.
Click here to get started with our Compliance Helpdesk today.
Or visit our free ARC Methodology compliance assessment tool to find out where your weaknesses are and get a pathway to improvement. Simply answer 30 focused questions and we’ll send you a despoke 25+ page report tailored to your needs.