Apple has agreed to update its AirTag warning label after the Consumer Product Safety Commission (CPSC) issued a Notice of Violation to the tech giant, claiming violations of the warning label requirements of Reese’s Law.

  • Apple AirTags are popular tracking devices that help consumers find personal items like keys, wallets, luggage and vehicles.
  • There are many items containing AirTags in the promotional products industry.


The CPSC claims Apple AirTags met the performance requirements for securing the devices’ lithium coin cell battery, but units imported after March 19, 2024, (Reese’s Law’s effective date) didn’t have the required on-product and on-box warnings regarding the severe risk of injury of kids from battery ingestion.

Apple will now include a warning symbol inside the battery compartment and change the AirTag box to include required warning statements and symbols. Apple has also updated the instructions that appear in the “Find My” app each time a user is prompted to change the AirTag battery to now include a warning about the hazards of button and coin cell batteries.

What Is Reese’s Law?

Enacted in 2022, Reese’s Law enforces federal safety guidelines for button cell or coin batteries and products containing these batteries to prevent ingestion by small children. These regulations include requiring a tool to open the battery compartment of consumer products, and performance tests each product must pass to be deemed safe.

  • A child swallowing these batteries is a life-threatening medical emergency, according to the CPSC. These batteries can burn through the throat and esophagus of a child within two hours following ingestion.


“The mandatory standard requirements consistent with Reese’s Law help companies in the consumer product landscape, especially in the promotional products industry, to mitigate legal risks and avoid potential liability,” Sanjay Kotia, MAS, manager of product compliance and quality assurance at SnugZ USA – the No. 7 supplier in the PPAI 100 – told PPAI Media in September. “Non-compliance could lead to recalls, lawsuits or damage to the organization’s brand reputation.”

Warning Label Requirements

All button cell or coin battery packaging and accompanying manuals, whether sold individually or with a consumer product, must include warning labels that adhere to specific guidelines.

  • All warning statements must be in English, clearly visible, permanent and follow minimum size standards.


Packaging must have a warning label on the principal display panel, typically on the front of packaging, that’s most likely to be displayed. This panel must display safety statements addressing the following:

  • Inform consumers of the hazards of ingesting button cells or coin batteries.
  • Advise consumers to keep new or used batteries out of reach of children.
  • Instruct consumers to seek immediate medical attention if a battery is ingested.


A warning label must also be present on the secondary display panel, opposite the principal display panel, and usually on the back or side of packaging. This label must include safety-related statements that address the following:

  • Inform consumers to keep batteries in original packaging until they’re ready to be used.
  • Advise consumers to immediately dispose of used batteries—somewhere other than in household trash—and keep the batteries away from children.
  • Instruct consumers to call local poison control centers for treatment if a battery is ingested.


“By taking these steps to make sure that products meet or exceed safety standards, promotional products companies can build consumer trust and enhance their brand image,” says Kotia, a member of PPAI’s Product Responsibility Action Group (PRAG). “Adhering to Reese’s Law isn’t just a regulatory necessity, but also a critical safety and business imperative.”

For questions or suggestions on regulatory or government affairs issues, please contact Rachel Zoch at RachelZ@ppai.org.