Marketing standards for food and drink products

Marketing standards apply to the following food and drink product groups:

• fruit and vegetables
• beef and veal
• poultry meat
• eggs in shell
• hatching eggs and chicks
• wine
• hops and hop products
• olive oil
• milk and spreadable fats

The exact rules on marketing standards depend on the product. In most cases, they cover grading, classification, permitted descriptions, production methods and information you must provide on labels and other official documentation. The standards apply in addition to all other food labelling, law and hygiene rules.

Basic information on some of the product groups covered by marketing standards is included below, with links to further UK-wide guidance. Businesses in Northern Ireland can get NI-specific information on marketing standards from the Department of Agriculture, Environment and Rural Affairs (DAERA).

Marketing standards for beef and veal

Beef and veal marketing standards require you to use standardised descriptions and classification terms, to ensure that information about age and production method is clear and consistent.

You may need to:

• classify beef and veal using the approved categories
• keep the slaughter and traceability information
• label the product correctly when selling prepacked or loose meat
• keep documentation for inspection

For full requirements and classification rules, see GOV.UK guidance on beef and veal marketing standards.

Marketing standards for poultry meat

Poultry meat marketing standards set rules for how poultry can be described and promoted. They define terms such as free range, extensive indoor and barn reared, and set out the conditions that must be met before these descriptions can be used.

You must:

• meet production method requirements before using special marketing terms
• keep flock, feeding and housing records
• ensure labels, menus and marketing material use descriptions accurately
• understand how mandatory housing orders may affect the use of 'free range'

Find detailed criteria and definitions:

• UK guidance on poultry meat marketing standards
• DAERA guidance on poultry meat marketing

Marketing standards for hatching eggs and chicks

Marketing standards apply to breeding establishments that produce or market hatching eggs and day-old chicks. The rules cover registration, hygiene, record keeping and how products are graded and described.

You must:

• register your hatchery or breeding establishment if required
• meet hygiene and production standards
• keep the records needed to demonstrate compliance
• follow the rules for documentation and transport

For detailed rules, see:

• UK guidance on hatching eggs and chicks marketing standards
• DAERA guidance on hatching eggs, hatcheries and breeding farms

Marketing standards for hops and hop products

Marketing standards for hops ensure that hop cones and hop products meet recognised minimum quality standards. Many products require certification before they can be marketed.

You may need to:

• get hop certification from an approved certification centre
• meet specific production or purity standards depending on the product
• keep certification documents for inspection
• understand exemptions for small or private-use packs

Check the rules in GOV.UK guidance on hops and hop products marketing standards.

Marketing standards for wine

Wine has its own marketing and labelling requirements. These cover classification, production methods, geographical indication (GI), and presentation of information.

If you produce, import, export or market wine, you must follow the rules on:

• classification, blending and production practices
• documentation and record keeping
• use of protected names and GI designations
• labelling requirements for sales inside and outside Northern Ireland

The Food Standards Agency (FSA) is responsible for enforcing wine regulations in the UK, including Northern Ireland. You can also see our wine trade guide for more information.

Other products with marketing standards

Other product groups that have marketing standards include:

• fruit and vegetables
• olive oil
• milk and spreadable fats

These rules usually cover product classes, quality grades, permitted descriptions and labelling requirements. To check which standards apply to your product, search for relevant guidance on GOV.UK or DAERA websites, or find specific marketing standards regulations on legislation.gov.uk.

Marketing standards exist alongside your wider responsibilities under food law. They do not replace your other legal duties.

As a food and drink business, you must comply with general food law, including:

• food hygiene rules for your premises and processes
• food labelling and traceability requirements
• using marketing terms and product descriptions accurately
• keeping records that show how you comply with all legal duties

You may need to meet additional rules if you export or import food products or if your product uses protected names.

Complying with marketing standards for food products

Marketing standards are an additional part of your legal obligations. They set the rules for specific product categories, defining permitted product grades, labelling requirements, presentation, and methods of production.

Compliance ensures that your products meet the required minimum levels set for quality, labelling, consumer protection, food safety, and fair trading.

In Northern Ireland, the Department of Agriculture, Environment and Rural Affairs (DAERA) is responsible for marketing standards, except for milk and spreadable fats, which fall under the responsibility of the Food Standards Agency.

In case of certain product groups, local councils are authorised to carry out marketing standards inspections on behalf of DAERA, and can check product descriptions, labelling, documentation records, traceability and more.

Where to find updates on marketing standards

Marketing standards can change, especially when regulations or trading arrangements are updated. Changes can affect the terms you use on labels, the records you must keep and the information you must provide.

To stay up to date on marketing standards:

• check GOV.UK for the latest UK-wide marketing standards guidance
• check with DAERA for Northern Ireland-specific information and updates
• review relevant regulations on the legislation.gov.uk website

Always check the most recent version of the guidance or regulations before making labelling or marketing changes to your products.

Detailed guidance is available elsewhere on this website on the wider food law requirements, including on food hygiene, food labelling and food law enforcement.