Health Canada moved Friday to ban the use of harmful chemical additives called phthalates in children's soft vinyl toys.

The agency announced strict new regulations preventing toy companies from using six phthalates in bath toys, animal figures, school supplies and vinyl bibs.

It also moved to effectively ban lead content in children's products that come in contact with young mouths, such as pacifiers, teethers, snorkels, baby bottle nipples, and sippy cups.

"These regulations are yet another measure this Government is taking to help ensure that products intended for children are safe," said Minister of Health Leona Aglukkaq in a statement.

"This is part of our overall efforts to ensure that families have confidence in the quality and safety of what they buy."

Phthalates are a family of chemicals commonly used to make vinyl plastic, otherwise known as polyvinyl chloride or PVC, soft and flexible.

Studies suggest that certain phthalates are hazardous to reproduction and development and may cause health effects such as liver and kidney failure in young children when products are sucked or chewed for extended periods.

Phthalates are a widely used chemical in plastic toys, and have been known as the rubber duck chemical.