Advertising requirements for biocidal products

The requirements for how all biocidal products can be advertised in Great Britain (GB) and Northern Ireland (NI) are set out by the:

  • GB Biocidal Products Regulation (GB BPR) for Great Britain
  • EU Biocidal Products Regulation (EU BPR) for Northern Ireland

These advertising requirements are enforced by Trading Standards, rather than the Heath and Safety Executive (HSE).

Legal definition

GB and EU BPR define an advertisement as:

'a means of promoting the sale or use of biocidal products by printed, electronic or other media'

Advertisements:

  • are aimed at potential customers or users
  • identify and promote the sale or use of a product
  • could be, for example:
    • pictorial
    • broadcast
    • recorded
    • any media that is stored or transmitted by electronic means – for example radio, TV and the internet, including social media
    • promotional brochures and mailings - both individually addressed and not

Advertisements do not normally include:

If you're unsure if your communication might be an advertisement, contact your local Trading Standards office for advice.

Action for authorisation holders and marketing companies

Advertisements for your biocidal products must include the sentences:

'Use biocides safely. Always read the label and product information before use.'

The sentences must be clearly distinguishable and legible in relation to the whole advertisement.

You may replace the word 'biocides' with a clear reference to the product-type being advertised, for example:

  • ‘Use disinfectants safely. Always read the label and product information before use.’
  • ‘Use insecticides safely. Always read the label and product information before use.’

Your advertisements must not describe the biocidal product in any way which is misleading in relation to:

  • the risks to human health
  • the risks to animal health
  • the risks to the environment
  • its efficacy

Terms that are considered to be misleading and must not be used include:

  • low-risk
  • non-toxic
  • harmless
  • natural
  • environmentally friendly
  • animal friendly
  • any similar terms

Your advertisements must also comply with:

HSE does not endorse any products, therefore your advertisements must not include any statements such as 'HSE authorised'.

Action for Control of Pesticides Regulations (COPR) approval holders

If your biocidal product is approved under COPR in Great Britain and Northern Ireland, there are specific requirements for advertisements that you must comply with - you can find these in Regulation 6(a) (or Schedule 1) of COPR itself.

For example, your advertisements must include the name(s) of the active substance(s) in the product, and include the sentences:

‘Always read the label. Use pesticides safely.’

You must also comply with the advertising requirements of GB and EU BPR as these are applicable to all biocidal products advertised in Great Britain and Northern Ireland.

Following 2 sets of law means that advertisements for biocidal products approved under COPR in Great Britain and Northern Ireland should include both the GB and EU BPR phrase 'Use biocides safely. Always read the label and product information before use.' and the COPR phrase 'Always read the label. Use pesticides safely.'

However, as it is more practical, HSE considers it is acceptable to use only the GB and EU BPR phrase.

HSE does not endorse any products, therefore your advertisements must not include any statements such as 'HSE approved'.

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Updated 2024-09-20