UK regulations require certain product categories to display either a use-by or best-before date to inform consumers about safety and quality. Food products with a shelf life of less than three months usually need a use-by date for safety reasons, while longer-life items typically carry a best-before date indicating peak quality.
This guide explains which categories require dates, correct labelling formats, how to provide storage advice and what consumer rights apply when dates are involved. Following the rules helps avoid enforcement action and builds buyer trust when sourcing and selling online.
Which product categories require dates
Food and drink products are the main category that must show either a use-by or best-before date. Any item that could pose a safety risk after a certain time, such as ready meals, dairy, fresh meat, fish and salads, needs a use-by date. Products that deteriorate in quality rather than safety, including biscuits, crisps, canned goods and frozen food, usually require a best-before date.
Some non-food items also need date marking. Medicines must show an expiry date. Cosmetics and toiletries do not usually require a best-before date unless their shelf life is less than 30 months, in which case they need a period-after-opening symbol and date. Certain household chemicals and pet foods may also need date information depending on their formulation. Always check the specific rules for your exact product type because requirements vary by risk level.
When sourcing from overseas suppliers it is wise to request samples that already carry compliant UK labelling or confirm they can be relabelled before sale. Minimum order quantities often increase when custom labelling is involved, so factor this into early negotiations with manufacturers.
Labelling format and required information
The use-by date must be clearly marked with the words “use by” followed by the day and month, or day, month and year. It is usually formatted as “Use By: 15 MAR 2025” or “Use By 15/03/2025”. The best-before date is marked “Best before” or “Best before end” with similar date information. Both must be in a font size that is easy to read and placed where consumers will see them on the pack.
Additional information is often required alongside the date. This includes storage conditions such as “keep refrigerated” or “store in a cool dry place”. For food, an ingredients list, nutritional information, net quantity, manufacturer or importer details and any allergy advice must also appear. If the product needs to be frozen before a certain date this must be stated clearly.
Practical tip: create a checklist for every new product line that includes all mandatory fields. When importing, ask the supplier to provide artwork for approval before production begins. Test a small batch with UK-compliant labels to ensure the print quality survives transit and storage. This step prevents costly rework once larger orders arrive.
Providing storage advice
Storage instructions must be realistic and based on how the product will actually be kept by the end user. For chilled foods this often means “keep refrigerated below 5°C” or “once opened consume within 2 days”. For ambient products the advice might read “store in a cool, dry place away from direct sunlight”.
When working with overseas suppliers, request their existing stability data or shelf-life test results. You can then translate the relevant conditions into UK-friendly wording. If no data exists, consider arranging independent testing through a UK laboratory before committing to large minimum order quantities. This helps you set accurate dates and avoid complaints about products failing earlier than stated.
Include both unopened and opened storage guidance where relevant. Many returns happen because consumers misunderstand how long an item lasts once the pack is opened. Clear icons or simple bullet points on the label improve understanding and reduce disputes.
Consumer rights and returns
Consumers have the right to expect products to remain safe up to the use-by date and of satisfactory quality up to the best-before date. If an item is unsafe or out of date when sold, the buyer can request a refund or replacement. For best-before dates, the product can still be sold after the date provided it remains safe, but it must be clearly marked as reduced or past its best.
Distance-selling rules add another layer for e-commerce. Buyers have a 14-day cooling-off period for most non-food items, but this does not override food safety rules. If a customer reports that a product arrived damaged or with an incorrect date, you must handle the complaint promptly to protect your seller rating on marketplaces.
Keep records of batch codes, delivery dates and supplier certificates. This information helps trace problems quickly if a recall becomes necessary. When selecting suppliers, include a clause in agreements that requires them to notify you of any changes to formulation or shelf-life data.
Practical steps for compliance when sourcing
Begin by listing every product you plan to sell and noting its category and likely shelf life. Research the exact labelling rules using official government sources because requirements can change. Next, contact potential UK and overseas suppliers and ask for their current labelling templates and shelf-life test reports.
Order samples with proposed dates and storage advice printed on them. Check that the print is legible, the format matches legal standards and the dates allow enough time for shipping, your storage and customer delivery. Adjust minimum order quantities if special labelling increases costs.
Set up a simple quality-control process at your premises. This could include checking a percentage of each incoming batch for correct dates, intact packaging and matching batch codes. Document these checks. Finally, prepare customer-facing information for your website that explains how you handle date-sensitive stock, such as rotation policies and reduced-to-clear procedures for near-best-before items.
Common pitfalls and how to avoid them
One frequent mistake is assuming that a supplier’s existing label for another market will meet UK standards. Date formats, required phrases and additional information often differ. Another error is setting over-optimistic shelf-life periods that lead to customer complaints or stock write-offs. Independent testing helps set realistic dates.
Importing can add complexity because of transit time and temperature fluctuations. Build buffer into your dates and consider temperature-logging during shipping for high-risk categories. Failing to update labels when formulations change is also common; even small ingredient swaps can affect stability and require new testing.
Finally, some founders overlook the need to train staff or update warehouse processes when handling date-sensitive stock. Simple measures such as placing newest stock at the back and checking dates before dispatch prevent selling out-of-date items and reduce waste.
Using support available to early-stage founders
Many new e-commerce businesses benefit from practical guidance when navigating these rules for the first time. Incubators such as Loomworks in Liversedge, West Yorkshire, can connect selected founders with experienced operators who have faced similar sourcing and compliance challenges. Free desks and a registered address remove some overhead while you refine your product compliance processes.
Whatever support route you choose, the key is to treat date marking and shelf-life management as core parts of product sourcing rather than an afterthought. Consistent application of the rules protects customers, reduces risk and helps your business scale with confidence.
Frequently asked questions
Do all food products need a use-by date?
No. Only foods that are highly perishable from a safety point of view require a use-by date. Most ambient shelf-stable items such as dried pasta, canned vegetables and biscuits only need a best-before date. Check the specific guidance for your product type to decide which format applies.
Can I sell food past its best-before date?
Yes, provided the food remains safe to eat. You must make it clear to the customer that the product is past its best-before date, usually by applying a reduced price sticker that does not obscure the original date. Use-by dates must not be exceeded.
What storage information must appear on the label?
Storage instructions must be specific enough for the consumer to keep the product correctly. Typical examples include temperature ranges for chilled items or advice to keep away from sunlight for ambient goods. Both unopened and opened guidance should be included where relevant.
Are there different rules for imported products?
Imported products must meet the same UK labelling standards as domestically produced ones. You or your importer are responsible for ensuring that dates, storage advice and all other required information comply. Suppliers outside the UK may need clear specifications before they can produce compliant stock.
What consumer rights exist if a product is out of date?
Consumers can expect a product to be safe up to its use-by date and of satisfactory quality up to its best-before date. If these expectations are not met they are entitled to a refund or replacement. Clear records of batch codes help resolve complaints quickly.
Related reading: Best B2B marketplaces for UK product sourcing, Managing supply chain risks for early-stage e-commerce brands, Sourcing products suitable for personalisation and customisation. Browse all product sourcing guides or apply to Loomworks.