Local authorities
Food labelling is enforced by your local authority’s trading standards or environmental health team, under national oversight from the Food Standards Agency (or Food Standards Scotland). In England, labelling standards are usually handled by trading standards.
What they can do
Most problems start with advice and a request to correct the label. Serious or repeated breaches can lead to formal notices, products being withdrawn, and prosecution. Misleading claims can also be pursued under consumer protection law.
Marketplaces and retailers
Amazon and other marketplaces remove listings for prohibited claims, often automatically. Retailers check labels before listing, and a failed check delays your launch.
Competitors and complaints
Many investigations start with a complaint, often from a competitor. Advertising claims can also be challenged through the Advertising Standards Authority.
Primary Authority
A Primary Authority partnership gives you assured advice from one council that other councils must respect. It is worth considering once you have several products. Every label we print comes with a compliance check, which is a good first step.
Not legal advice. This guide covers the general rules for food supplements sold in Great Britain. Check your own product with a regulatory adviser, your local Trading Standards team or your Primary Authority partner.