Phthalate plasticizers are increasingly facing resistance for application in flexible PVC toys, medical products like blood bags and tubes as well as for food packaging. Phthalates are considered to be of some risk to human health. Although it is not yet conclusively proven, several producers of flexible PVC products have been switching over to alternate benign plasticizers such as Citric Acid Esters or Polyesters. There is an increasing concern by public and regulatory agencies about any bad effect that could arise from Phthalates, even though it may not yet bescientifically proven. A study carried out showed that Asian mothers would be willing to pay more to ensure safe toys. The European Commission has introduced a ban on the rise of Phthalates in teething toys (i.e. toys for young children who are likely to chew the toys). Some other members of ECC, like Italy, prohibit use of phthalates beyond 5% in packaging of food products.

While teething toys is relatively a small market, the international toy manufacturers such as Mattel or Toys "R" Us have decided to phase out phthalates across the entire range of flexible PVC toys.

A major stumbling block for usage of citric acid plasticizer is its cost compared to phthalates. Polyester introduced in Japan of slightly lower cost as compared to citrate plasticizer could provide a cost effective alternate. However both of these options increase cost of PVC toys. This may provide an opportunity to thermoplastic elastomers to emerge as strong competition to flexible PVC products.