The Office for Product Safety and Standards (OPSS) launched a new campaign hashtag and updated resources on 12 August 2025 to raise awareness among parents and carers about the hazards to children associated with items such as button batteries, magnets, imitation food, small toys, and other small objects, such as drawing pins1.
The updated Small Hazards, Big Harm resources sit alongside the button battery top tips poster launched in May, which OPSS says was developed through collaboration with accident prevention charities, clinicians, manufacturers, online marketplaces, and trade associations1. The campaign includes a new video featuring Samantha McCarthy, whose two-year-old daughter had to have lifesaving surgery after swallowing 14 tiny magnetic balls in 20211. The assets also include warnings about magnetic mouth jewellery, where there have been instances of this being ingested by teenagers1.
OPSS sets out the mechanisms of harm in its own words: button batteries can cause chemical burns if swallowed, while magnets can attract each other inside the intestines or bowel, squeeze the tissue, and cut off blood supply1.
"Swallowing small magnets can hurt or kill your child."
OPSS is keen for groups, businesses, and individuals to support and share the updated materials on Twitter, Facebook, and Instagram by using the hashtag #smallhazardsbigharm1.
Why it matters for households
The campaign concerns ordinary household items rather than recalled products: button batteries, magnets, imitation food, small toys, drawing pins and magnetic mouth jewellery1. OPSS describes the risks as arising when these are swallowed by young children, and its materials are addressed to parents and carers1. The updated resources are published on GOV.UK alongside the May button battery poster1. OPSS asks groups, businesses and individuals to share the materials using the campaign hashtag on Twitter, Facebook and Instagram1. No change in the law, product withdrawal or recall is reported in connection with the campaign.
What happens next
No further dates are given. The updated resources and the button battery top tips poster remain available through the OPSS child safety guidance page1. Households looking for wider practical preparation material can use the uk-preparedness hub.
