City Beach, a popular retailer known for its surf and skate gear, has been slapped with a hefty $14 million fine after selling toys and accessories that posed a serious risk to children. These products, which were marketed as fun stocking fillers, contained button batteries that didn’t meet Australia’s safety standards. And the consequences of this oversight are far from trivial.
A Risky Business
The penalty comes after a Federal Court ruling in December, which found that City Beach had sold products containing non-compliant button batteries between June 2022 and October 2024. These products included everything from toys and light-up keyrings to digital notepads and Jibbitz for Crocs shoes. Many of these items were marketed to children, putting them at a direct risk of severe injury or even death.
The issue with button batteries is clear: if a child swallows one or inserts it into their body, it can get lodged in the throat or cause internal burns, leading to long-term health problems or, in the worst cases, death. According to ACCC, over 54,000 non-compliant products were sold during this period, with an additional 56,000 items failing to meet required battery information standards. This means that more than 50,000 children were exposed to potentially life-threatening situations. Not exactly the holiday spirit City Beach was aiming for, right?
City Beach’s Lack of Urgency in Addressing the Issue
The ACCC didn’t mince words when it criticized City Beach’s handling of the situation. The court specifically pointed out the retailer’s “lack of urgency” in recalling the dangerous products, calling it “condemnable.” For a business that deals in products aimed at children, the delay in recalling these items was seen as a serious failure. ACCC Commissioner Luke Woodward emphasized that businesses must prioritize safety when it comes to products that could harm vulnerable populations, particularly children.
City Beach did admit to the charges, and the court’s decision to impose the $14 million fine sends a strong message to other retailers and suppliers: don’t mess around with safety standards. If you fail to comply, you could be facing severe penalties, just like City Beach.
The Button Battery Problem
Button batteries, which are tiny and easy for children to swallow, have been a major cause of concern in Australia for years. According to reports, at least three children in the country have died after swallowing these batteries. Even more troubling, injuries caused by button batteries are on the rise, with young kids being particularly at risk, reports 7News.
Australia introduced mandatory button battery safety standards in 2022, which require products to have secure battery compartments that are resistant to being opened by children. The new regulations also mandate clear warnings on products containing button batteries, urging parents to seek immediate medical attention if a battery is swallowed or inserted.
The Road Ahead
While City Beach’s fine may serve as a wake-up call for other retailers, the question remains: how can we prevent similar situations from occurring in the future? The ACCC has made it clear that it will continue to monitor businesses and take strong action against those who flout safety standards. But it’s also up to consumers to be aware of the risks associated with button batteries and to check the products they purchase.
For City Beach, this fine is likely a bitter pill to swallow, but it’s a necessary reminder that safety must always come first. Parents and caregivers should stay vigilant, and businesses should take every step to ensure the products they sell meet the highest safety standards. After all, no toy or accessory is worth the price of a child’s life or well-being.
The fine might be over now, but for those who have been affected by this lapse, the impact will linger far longer.
