The response from Ofcom doesn’t stand up to scrutiny.
If you are to sell a toy in the UK you must be a British company. (and must pay VAT and comply with British safety standards).
If a consumer buys from overseas and imports a product then they do not have British consumer protections. Which is why so much aliexpress electrical stuff is dangerous (expecially USB chargers) yet it continues to be legally imported.
Just, no british retailer would be allowed to carry it without getting a fine.
The US CBP routinely intercepts "dangerous" products. I assume the Brits have the same.
It's a wonder why AliExpress flies under the radar. I assume it's impossible to keep up with it all.
The UK's comically over-engineered electrics are no match for some of these plug-in-and-die sketchy USB chargers from the Far East.
DiodesGoneWild on YouTube does teardowns of many of these incredibly poorly constructed deathtraps.
Is it correct to say the consumer is importing a product when it's aliexpress shipping it to them?
That’s not really true. The Ofcom representative said “not allowed” not “unable to”. Even if cocaine is legal in my country, I’m “not allowed” to sell it to British consumers by the power of the British authorities. The British authorities may not have legal authority in my jurisdiction but they can take action in their own, including issuing penalties and stopping my deliveries at the border.