Compliance
Compliance and Product Safety for Cross-Border Ecommerce
Europe enforces product safety harder than most markets. For brands that meet the bar, that’s a moat. For brands that don’t, it’s a closed market. The good news: most US, Canadian and UK brands are closer to compliant than they realize. The work is structured, predictable, and worth doing once, properly.
Expandly designs and operates your compliance and product safety position as part of your wider expansion. Labels, ingredient compliance, Responsible Person setup, scheme registrations and ongoing reporting all sit in one plan, with one team.
In this section
01
Six major EU regulations converge in 2026
03
Claims work has to be done before listings go live
05
UK Product Safety Framework reclassifies overseas sellers as producers
02
Responsible Person setup is non-negotiable
04
UK has diverged from EU
06
AI Act applies to most ecommerce features
The landscape right now
The current state of compliance and product safety obligations affecting cross-border brands placing products on the EU and UK markets.
Omnibus VIII CMR substance restrictions
15 CMR substances are restricted or banned under EU Omnibus VIII, live from May 2026 and applying to products placed on the market from that date. Multiple product categories affected.
15 substances
EU Omnibus VIII
Fragrance allergen labelling scope
56 new substances must be declared on cosmetic packaging by 31 July 2026. Brands with extensive fragranced ranges face material label redesign work ahead of the deadline.
56 substances
EU Cosmetics Regulation
Responsible Person required for cosmetics
Every cosmetic product placed on the EU market needs an EU-established Responsible Person. CPNP notification depends on it; treat as a long-term partner not a paperwork transaction.
Required
EU Cosmetics Regulation
UKCA and CE marking
Post-Brexit the UK has its own UKCA marking, with CE recognition phasing out for several product categories. Most serious brands run both systems depending on where the product is sold.
Both required
UK Government; EU Commission
UK Product Safety Framework
New UK framework reclassifies overseas sellers as producers, with full producer obligations attached. Significant for US and Canadian brands previously treating UK as an export market.
Active
UK Office for Product Safety and Standards
Global Expansion Pathway
How Expandly handles compliance and product safety
Most brands discover regulatory issues at the worst possible moment: after the product is on the way to Europe. A label flag, an ingredient query, a missing Responsible Person — any of these can hold inventory in customs or pull product off shelf. Expensive, and avoidable.
Our approach is to clear compliance and product safety before launch. That means a structured audit of your product range against the rules in your target markets, the registrations and appointments needed, the label updates required, and the ongoing reporting obligations attached.
This sits in step two (Compliance) of the Global Expansion Pathway, our six-step model for taking US, Canadian and UK brands into Europe. Regulatory connects directly into Product Listings, because what goes on a marketplace listing must match what’s been registered.
This sits across step one (Explore), step two (Compliance) and step four (Omni-Channel) of the Global Expansion Pathway.
What's changing in the next 12 months
Six significant regulatory deadlines and ongoing developments in 2026 with direct operational impact for brands selling into Europe.
EU Right to Repair Directive in force
Covered consumer product brands face new obligations around repair, spare parts availability and consumer information. Affects most US brands selling covered products into the EU.
31 Jul 2026
EU Right to Repair Directive
Fragrance allergen labeling deadline
56 new allergenic substances must be declared on cosmetic packaging from this date. Brands with fragranced product portfolios need label updates in place ahead of the deadline.
31 Jul 2026
EU Cosmetics Regulation
EU AI Act full enforcement
Transparency, disclosure and conformity obligations apply to any AI used in customer-facing products or processes serving EU consumers. Most ecommerce brands using AI features fall in scope.
1 Aug 2026
EU AI Act
PPWR mandatory provisions begin
EU Packaging and Packaging Waste Regulation introduces EU-wide rules on packaging design, recycled content, reuse targets and labeling. National schemes remain; rules harmonise.
12 Aug 2026
EU PPWR
Novel food and CMR enforcement
Rolling updates to the EU novel food catalogue and Omnibus VIII CMR substance restrictions continue through 2026, affecting cosmetics, supplements and several other categories.
Ongoing
EU Commission; EFSA
Compliance Blog
Latest insights on compliance and product safety
EU Court Rules Supplement Sales Restrictions Between Member States Are Illegal
The CJEU’s May 2026 ruling in Case C-626/24 challenges Czech restrictions on food supplement sales, strengthening EU free movement rights and potentially making cross-border expansion
Scale European Revenue on a Foundation That Won’t Fall Apart
Scaling EU ecommerce revenue before compliance and logistics foundations are in place is costly to undo. Here’s why the order of operations matters for US
UK Furniture Fire Safety Rules Changed in 2025: What Sellers Must Know
The UK updated furniture fire safety regulations in October 2025. Here’s what changed for ecommerce sellers and what documentation is now required.
How to Expand Into Europe: The Step-by-Step Process That Works
From market selection to local fulfillment, here’s the step-by-step process US ecommerce brands follow when entering Europe properly for the first time.
Why Your 3PL Relationship Determines Ecommerce Fulfillment Performance
EU AI Act enforcement began August 2, 2026. What it means for ecommerce brands using AI in recommendations, pricing and personalisation across EU markets.
Ashwagandha Regulation Is Escalating: What Supplement Brands Must Check Now
India’s FSSAI restricted leaf-derived ashwagandha in April 2026. The Netherlands confirmed intent to ban it. The European Parliament has scheduled a scientific expert meeting for
EU Fragrance Allergen Labeling: 82 Substances Required on EU Labels by 31 July 2026
EU Regulation 2023/1545 requires all 82 mandatory fragrance allergens on EU cosmetic labels from 31 July 2026. US beauty brands with EU-bound inventory should treat
EU Bans Large Companies from Destroying Unsold Apparel — From 19 July
ESPR Regulation 2024/1781 bans the destruction of unsold apparel and footwear for large companies from 19 July 2026. Large company threshold: 250+ employees or €50M+
Europe
Regulatory readiness is a one-time cost that pays off every quarter after.
The brands that get this right share a pattern. They treat regulatory as part of product development, not as something to handle once the product is built. They keep their Responsible Person and notification status current. They invest in label updates ahead of deadlines, not behind them.
Three observations from the brands we work with:
- The hardest part is mapping product range to regulations, not the regulations themselves.
- The right partner removes 80% of the ongoing workload after first compliance is reached.
- Brands that pre-clear compliance launch in Europe 30 to 60 days faster than those who don’t.
The European opportunity rewards brands that take quality seriously. The regulatory framework is one of the ways the market filters for them.
Country guides
How this varies by country
United Kingdom
- Post-Brexit divergence accelerating; UK has its own UKCA mark, separate Cosmetics Regulation, and new Product Safety Framework reclassifying overseas sellers as producers
- UK Nutrition and Health Claims Register parallels the EU register; OPSS and Trading Standards active on enforcement, particularly on imported goods
- UKCA marking phasing in for several product categories; brands selling into both EU and UK should plan to run both UKCA and CE in parallel
Germany
- Strict enforcement culture; Bundesnetzagentur, BfR and state-level food safety authorities all active on non-compliant products from non-EU sellers
- German-language packaging and instructions mandatory for most consumer goods; product information files (PIFs) and safety data documentation routinely requested
- Marketplace seller verification programmes are aggressive; non-compliant brands face listing removal and customer complaints driving rapid regulatory attention
France
- Strong on cosmetic, food and supplement enforcement; ANSES, ANSM, DGCCRF all active on imported products
- AGEC law adds packaging, repairability and sustainability disclosure obligations on top of EU framework; specific French labelling requirements apply
- French-language packaging mandatory; Tri-Man logo requirement on packaging since 2022; Repairability Index required for several electronics categories
Nertherlands
- Common EU entry market; NVWA (Nederlandse Voedsel- en Warenautoriteit) enforces food, cosmetics and consumer goods rigorously and processes registrations efficiently
- Cooperative regulatory culture compared to several other EU markets; new product clearances and notifications typically progress faster
- Dutch-language labelling expected though English often accepted in practice for non-food products; clear sustainability rules emerging through national legislation
Spain
- AEMPS active on cosmetics and pharmaceutical-adjacent products; AESAN on food safety and supplements; growing scrutiny on non-EU sellers using Spanish marketplaces
- Spanish-language labelling mandatory; specific format requirements for ingredient lists and warnings differ from neighbouring countries
- Canary Islands operate outside EU customs territory and have distinct labeling and registration requirements; treat as separate market for compliance planning
Italy
- Specific Italian language requirements on packaging including ingredient lists, safety warnings and use instructions; ICQRF active on enforcement
- Strong enforcement of cosmetic and food rules; Ministero della Salute and ICQRF active on non-EU imports particularly on supplements and cosmetics
- E-invoicing through SdI (Sistema di Interscambio) creates an additional documentation layer that intersects with compliance records; plan early
upcoming events
Related events
Coming Sooon
Netherlands Confirms Intent to Ban Ashwagandha -What Supplement Brands Must Do Now
The Dutch Ministry of Health confirmed its intent to ban ashwagandha on 10 April 2026, with no effective date yet set. Denmark already bans leaf-derived ashwagandha and France has an ANSES advisory. Supplement brands with Netherlands-based EU fulfillment should assess affected products and a realistic effective date now.
EU Health Supplement Market Entry for US Brands : The 2026 Compliance Guide
The European health supplement market exceeds EUR 10 billion in 2026, but EU rules differ sharply from the US. Before placing a product on the EU market, US brands must clear Novel Food status, map health claims to the EU permitted list, check member state ingredient restrictions, and meet FIC labeling and PPWR packaging requirements.
EU Sports Nutrition Market Entry: What US Brands Need to Comply With Before Shipping the First Unit
The EU sports nutrition market is worth $6.61 billion in 2026. Before a single unit ships, US brands must answer five compliance questions in order: Novel Food status, EU permitted health claims, member state ingredient restrictions, FIC-compliant labeling and PPWR packaging. The sequence matters, and each question has a definite answer rather than guesswork.
frequently asked questions
Common questions
Who is the EU "Responsible Person" and do I need one?Who is the EU "Responsible Person" and do I need one?
A Responsible Person (RP) is an EU-based legal entity that takes responsibility for a product’s regulatory compliance under regulations like cosmetics (CPNP), toys, and several others. Non-EU brands must appoint one before placing covered products on the EU market.
What does the EU AI Act mean for my product listings or marketing?
The AI Act applies to any AI used in customer-facing products or processes serving EU consumers. Most ecommerce brands using AI for recommendations, chatbots or generative content fall in scope. Disclosure and transparency obligations apply from August 2026.
Are CE marks still valid after Brexit for UK sales?
The position has changed. The UK has its own UKCA marking and is moving away from automatic CE recognition. Most brands now run both systems, depending on where the product is sold.
What's the difference between EU compliance and country-level compliance?
Many rules are set at EU level and apply uniformly. Others, including language requirements, scheme registrations and some enforcement actions, are set country by country. You typically need both layers.
When do CMR substance bans actually affect my catalog?
The latest set (Omnibus VIII) is live from May 2026 and applies to products placed on the market from that date. Existing inventory may be sold through under transition rules in some categories, but new shipments must comply.
If this sounds like your world,
let's talk.
Regulatory complexity typically warrants our Guided tier or higher, where compliance is built for you rather than alongside you.
Service tiers
Self-Serve
- £1,150/month
- Platform-led with email support
- Best for: $1M–$5M brands
Guided
- £3,000/month
- Dedicated Account Manager
- Best for: $5M–$20M brands
VIP
- £5,000/month
- Dedicated VIP Consultant
- Best for: $20M–$50M+ brands
Ready to talk?
If you’re planning European expansion and want compliance and product safety handled cleanly from day one, book a call. For a personalized set of recommendations first, the four-step lead form will route you to a tailored guide.
