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Labeling requirements in the EU for imported products are one of the most confusing aspects of expanding to the EU, next to taxes and VAT. You read that you need an EU importer on the label. Then you come across CE marking. A moment later, you’re checking language requirements, safety warnings, and symbols you’ve never seen before. Each source adds something new, but it’s hard to tell what actually applies to your product, as the information is scattered across numerous websites and guidelines - and you don't even understand where to check which symbols and requirements even apply to your products.
In this article, we’ll put that structure back in place. We’ll walk through what needs to be on your product labels, who is responsible for labeling when you sell into the EU, and how to approach these requirements in a way that makes sense before your first shipment goes out.
Why labeling matters more in the EU than you might expect
When they are getting ready to ship their first batch to Europe, most sellers focus on costs, delivery times, and customs paperwork. Labeling usually comes up later, often right before production or shipping. What can be so difficult about creating and printing a shipment label?
In the EU, it can be difficult, though, as the packing and label are a part of product compliance, and it’s checked at multiple stages — not just when the product reaches the customer.
In practice, this means your labels may be reviewed:
during customs clearance
by your logistics partner or warehouse
by marketplaces before your product goes live
during market surveillance checks after you start selling
And if something is missing or incorrect, the consequences usually show up at the worst possible moment — when your products are already on the way to Europe or waiting at the border. For example, your shipment arrives at the border but the label doesn’t include an EU-based importer, so customs cannot clearly identify who is responsible for placing the product on the EU market. The goods are put on hold while the issue is being reviewed, and you’re asked to provide additional information or documentation. In another case, your shipment reaches the fulfillment center, but it doesn’t get accepted because the packaging is missing required elements — for example, a CE mark for a product category where it’s mandatory, or basic product identification. Again, the shipment is held until the labelling is corrected.
That's because in the EU, labeling is treated as part of the product and as such falls under the (very strict) product compliance regulations. And if the label doesn’t meet the requirements, the product is treated as non-compliant and can't be sold legally in the EU.
What information must be included on most product labels in the EU
Now that we’ve covered why labeling plays such an important role in getting your goods through EU customs, let’s look at what actually needs to be included on your product label.
There are quite a few requirements, and it’s easy to lose track of them — especially if you’re a non-EU seller dealing with these rules for the first time. The information is often spread across different sources, and it’s not always clear how it all fits together. To make this easier, we’ve broken down the key elements that should appear on your label and explained why each of them matters. This way, you'll have all the necessary information in one place before you start creating your own import labels.
1. Product identification
Your label must clearly show what the product is. This might sound obvious but it might become a problem when the name on the label only makes sense inside your business.
Imagine a shipment arriving in the EU with products labeled as “Model X200” or “Premium Series.” From your perspective, that’s enough — you know exactly what those names refer to. But for customs officers, warehouse staff, or compliance teams, it doesn’t explain what the product actually is.
Now compare that to a label that says “Wireless Bluetooth Headphones – Model X200.” In this case, the product is immediately identifiable, and it’s easier to match it with documentation, product listings, and compliance records.
That's why, at a minimum, your label should include:
product name
product type or function
model or variant (if applicable)
This information is used to match the product with your documents at different stages. For example, if your invoice and customs declaration describe the product as “wireless headphones,” but the label only says “Model X200,” it may not be immediately clear that these refer to the same item. In that situation, customs may pause the clearance process and ask for clarification or supporting documentation.
The same issue can appear later if the product name on the label doesn’t match what’s listed in your compliance documents. This creates uncertainty about whether the correct documentation applies to the product being sold.
2. Manufacturer details
The second thing you must include on the label is complete manufacturer details, as this is where authorities look first to identify who produced the product and who is responsible for it from a manufacturing perspective. Again though, adding incomplete or shortened information, even if it's often used in your store and you know to whom the information refers, is not enough, since if something goes wrong with the product, authorities need to be able to clearly identify and contact the manufacturer.
For example, a label that only says “ABC Ltd.” or includes just a city name is not enough, as it doesn't tell the authorities how to contact the manufacturer. A complete version would look more like: “ABC Manufacturing Ltd., 12 Industrial Road, Shenzhen, China”
So at a minimum, this section should include:
full company name
full postal address
If the manufacturer cannot be clearly identified from the label, authorities may question whether the product meets EU requirements and so keep the shipment pending until you give them correct, full information about the manufacturer. The manufacturer address on the label must also match exactly the address on other official documents or certificates - if it doesn't, the shipment will be held for manual review until you explain and fix the discrepancies.
3. EU importer details
If your business is based outside the EU, your label must include an EU-based importer and this is something many sellers realize only when their shipment is already at the border. When the label only shows the manufacturer outside the EU, customs cannot see any EU-based entity responsible for placing the product on the market who they can contact in case of problems and this can lead to the shipment being put on hold. You may be asked to indicate who the EU importer is and how they are linked to the goods, and until that is clarified, the shipment may not move forward.
For example, your shipment arrives with correct documentation, but the label only shows the manufacturer outside the EU, not an EU-based entity contact details as well. In this case, customs may hold the goods until an EU-based importer is added to the product labeling.
So keep in mind that the label should include:
importer name
address within the EU
The importer is the entity authorities will contact if something needs to be checked. For example, if there is a question about product safety, labeling, or documentation, the request will be directed to the importer listed on the label, who may be asked to provide compliance documents, confirm product details, or explain how the product meets EU requirements. If no importer is clearly identified, it becomes unclear who should respond to these requests — and this is where delays or additional checks usually start.
4. Country of origin
Your product label should also indicate where the product was manufactured, typically by labels such as
“Made in China”
“Made in Japan”
“Made in Vietnam”
This information is used during customs clearance to verify that the product matches what has been declared in your shipping documents. For example, if your customs declaration states that the goods were manufactured in China, but the label does not include any country of origin, customs may ask for clarification before releasing the shipment. The same applies if the country listed on the label does not match the documentation — this can trigger additional checks. Country of origin is also relevant for duties and trade rules as in some cases, it determines how the product is classified or what charges apply.
You need to be careful including this information on your label though, as the same information must appear across all custom documents. For example, if your customs declaration states that the product was manufactured in China, but the label does not include country of origin or the country of origin is different, customs may request clarification before allowing the shipment to proceed.
5. Safety information and warnings
This part becomes relevant when your product cannot be used safely without additional information. For example, if a product needs to be kept away from children, used only in certain conditions, or handled in a specific way, this information must appear on the label or packaging, even if it seems obvious from your perspective.
For example, a seller importing electronic devices may copy general warnings but leave out key information such as required voltage or usage conditions, since it might seem obvious to them. If the product is designed for a specific voltage range and this is not clearly stated, it creates a risk for the user and may be treated as incomplete labeling, though. In another case, a product intended for adult use may be sold without a clear “not suitable for children” warning. Even if this seems obvious from the product itself, it still needs to be explicitly stated on the packaging.
This part depends on the product type, but typically you should include
usage restrictions
safety warnings
handling instructions
What you should keep in mind is that these issues often become visible only after the product is already being sold. For example, a customer may report a problem with how the product works or is used, and the authorities may then review whether the product includes the required warnings. If key safety information is missing from the label, you may be asked to update the labeling or stop selling the product until the issue is corrected.
6. CE marking (if applicable)
CE marking becomes relevant when your product falls into a category that is regulated under specific EU directives, such as electronic devices, toys, or equipment with electrical components. These categories are regulated because they can pose specific risks — for example electrical hazards, mechanical injury, or risks related to how the product is used. Because of these risks, the EU requires that certain products go through a conformity assessment process before they are placed on the market. CE marking is the visible confirmation that this process has been completed and that documentation exists to support it. For instance, a product that connects to electricity must meet safety requirements to prevent overheating, short circuits, or electric shock. A toy, on the other hand, must be assessed to ensure it does not present choking hazards or contain unsafe materials.
However, just adding the CE mark to the label won't be enough. During the custom clearance, authorities may ask for the Declaration of Conformity or other technical documentation proving that the product indeed meets CE requirements. If these cannot be provided, the CE marking is treated as invalid and the shipment might be rejected.
7. Batch or serial number
Products must include a batch number, serial number, or another identifier that allows them to be traced.
Imagine that several customers report the same defect in a product you’ve already shipped to the EU. At that point, authorities or your logistics partner may ask which units are affected and whether the issue is limited to a specific production batch. If your products are marked with a batch or serial number, you can identify exactly which units are involved and limit the scope of the issue. If they are not, you may not be able to distinguish one production run from another. In practice, this can mean reviewing or withdrawing a much larger number of products, because there is no clear way to separate affected units from the rest.
8. Language requirements
Last thing to mention - many countries demand that the product labels must be understandable to customers in the country where the product is sold, by including all necessary information in the main language of the country. Customers rely on the label to understand how to use the product safely and if warnings, instructions, or limitations are written in a language they don’t understand, they may use the product incorrectly — even if the information is technically there. For example, if a safety warning is only in English and the product is sold in Spain or France, not every customer will be able to understand it. From a compliance perspective, this is treated as if the warning was not provided at all, and so authorities and marketplaces do regularly check whether key information is available in the local language — not just present on the label.
The best option here is to create multi-language product safety information, manuals, and other important information, especially if you want to sell your products in multiple countries, as each market may expect information to be available in its local language.
Who is responsible for labeling as a non-EU seller
Now the question you might have is "who is actually responsible for the labeling?" If you are the person who prepares the product, arranges shipping, and handles sales, it might seem natural to assume that you are fully responsible for labeling. Under EU regulations, it's not that simple though. Responsibility in the EU depends on the roles involved in bringing the product to the market — and those roles are defined based on where the companies are located and how the product enters the EU.
If you sell directly to customers in the EU from outside the Union, and there is no separate EU-based entity formally acting as the importer, you are effectively taking on that role and thus are responsible for the labeling. Your name appears on the invoice, you are responsible for the shipment, and there is no EU-based company clearly identified as the importer on the label. At that point, authorities treat you as the party responsible for placing the product on the EU market.
In this setup, you are expected to make sure that:
the product meets EU requirements
the labeling is complete and correct
the documentation can be provided if requested
The situation changes if you assign an EU-based entity to act as the importer, such as a distributor, partner company, or another business entity you work with in the EU. In this case, the importer listed on the label becomes the point of contact for authorities, and if there is a question about product safety or documentation, the request will be directed to the importer shown on the label—not to you as a non-EU seller.
Getting EU labeling right from the start
If there’s one thing worth taking away from this, it’s that labeling in the EU is not something to leave until the last minute. At this stage, everything may already be in place: product, supplier, pricing, shipping plan. But if key information is missing from the label, such as the EU importer, product identification, or required warnings, the shipment can be stopped or delayed before it even reaches your customer. That’s why it’s worth reviewing your labels before production or shipping, not after - and we hope this article will help you with it.
If you’re not fully sure whether your labels meet EU requirements or which labels you should use and a second set of eyes could come in handy, that’s something we can help with. At FLEX, we support e-commerce brands entering the EU market and help them prepare their products for compliance — including labeling and packaging. After the consultation, you can be sure that all potential gaps in your labels are spotted and filled, and so you can send your shipment to the EU with confidence.
