Market
Launching a product brand in the United Kingdom
After Brexit, the UK looks close to EU rules and acts separately. Great Britain and Northern Ireland differ too, and an EU file does not cover everything.
How to launch a private label brand in the UK
Launching a private label brand in the UK means working with UK-specific roles, a separate trademark and UK packaging responsibility, even where the product was built to EU standards. The UK government’s position on marking helps: legislation continues to recognise CE marking indefinitely for a range of 21 product regulations, including toys, electrical equipment, radio equipment and personal protective equipment, alongside UKCA. But that recognition covers marks, not everything else.
Cosmetics show the difference. A product selling in Great Britain needs a Responsible Person with a UK established address and a notification to the Office for Product Safety and Standards, regardless of its EU file. Northern Ireland is different again: since 13 December 2024 the EU General Product Safety Regulation applies there, while Great Britain continues with the General Product Safety Regulations 2005. If you sell into both, plan both.
We note the framework here and verify it with a UK-qualified adviser on each project, since these rules are still moving. The practical result is simple: treat the UK as its own market in your compliance plan, with its own budget line.
Who does what in the UK, by product group
Great Britain unless stated. Northern Ireland needs a separate check.
| Group | Who is responsible | Product rule | Trademark route | Packaging and EPR |
|---|---|---|---|---|
| General consumer goods | UK producer or importer; a brand name on the product carries producer duties | General Product Safety Regulations 2005 in GB; EU Regulation 2023/988 in Northern Ireland | UK trade mark at the IPO, from £205, lasting 10 years; or Madrid designating the UK | Packaging EPR if over the thresholds below |
| Cosmetics | Responsible Person with a UK address | Product Information File kept for 10 years after the last batch; safety report by a qualified assessor; notification to OPSS | As above | As above |
| Food and supplements | UK food business operator | FSA and GOV.UK labelling rules; claims against the Great Britain NHC register | As above | Food-contact evidence for plastics, ceramics, cellophane |
| Toys | Manufacturer or UK importer | Toys (Safety) Regulations 2011; UKCA or recognised CE in GB | As above, plus designs for characters | As above |
| Electrical goods | Manufacturer, importer, or brand owner as WEEE producer | Electrical safety, EMC and radio rules; CE recognised; RoHS in most circumstances | As above | WEEE producer duties, including selling from abroad |
Packaging EPR thresholds: you are obligated with over £1 million turnover and over 25 tonnes of packaging. You are a large producer above £2 million and 50 tonnes. Reporting uses the previous year’s data, so check every year.
What to prepare
Set these up before the first shipment lands.
- UK importer identified, and its name and address on the product or paperwork where needed
- UK Responsible Person and OPSS notification for cosmetics
- CE or UKCA decision per product, against current GOV.UK guidance
- UK trademark application filed separately from any EU one
- WEEE and battery producer checks for electrical products
Main channels and how they work
The UK buyer’s view of risk is shaped by its supermarkets and its online platforms.
Supermarkets
Category reviews run on a calendar, and buyers expect retail-ready packs, reliable supply and audited factories. A smaller range review may be your opening. See <a href="/guides/">our retail guide</a>.
Amazon UK
Brand Registry needs a trademark from an approved office, and a UK filing is what fits here. Build bulky-item fees into the price early.
Independent shops and gift trade
Trade shows and agents still matter here, especially in gifts and home. Fine for a first test of a range.
Frequently asked questions
Is CE marking still accepted in the UK?
In Great Britain, yes for a list of 21 product regulations, including toys, electrical equipment and PPE, and the government has legislated to continue this recognition indefinitely. Medical devices, construction products and some others are outside the announcement. Check the current GOV.UK guidance for your product.
Who needs to comply with UK packaging EPR?
Organisations supplying or importing over 25 tonnes of packaging with turnover over £1 million are obligated. Large producers above £2 million and 50 tonnes carry greater duties. Where another company packs goods under your brand, the brand owner can be the obligated producer.
Does an EU trade mark protect my brand in the UK?
No. A new EU trade mark does not cover the UK, so file separately with the UK IPO or designate the UK through Madrid. Registration usually takes around 3 to 4 months when there are no issues.
Does Northern Ireland follow the same rules?
No. EU product safety law generally applies in Northern Ireland, and UKCA alone cannot be used there. Goods sold across both need checking, including labels and the responsible person. We review this per product rather than generally.
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