Know who registers your substances (your EU importer or your only representative), describe that status exactly on your pages, flag substances of very high concern where your articles contain them, and follow CLP's revised advertising rules: hazard pictograms, signal words and hazard statements in ads, label elements in online offers, and no reassuring words on hazardous products.
Your regulatory team and your EU partner decide what applies; your marketing should say exactly that.
What REACH is and who it binds
ECHA's overview of REACH explains that the regulation, in force since 1 June 2007, places the burden of proof on companies to identify and manage the risks of the substances they manufacture and market in the EU. It names roles: manufacturer, importer and downstream user. It also says that companies established outside the EU are not bound by REACH obligations even if they export into the EU; responsibility for registration lies with the EU importer or with the only representative of the non-EU manufacturer established in the EU.
Registration in brief
ECHA's registration page says companies must collect information on the properties and uses of substances they manufacture or import above one tonne a year, assess hazards and risks, and submit it to ECHA in a registration dossier. Registration follows the principle of one substance, one registration: manufacturers and importers of the same substance register jointly, and a fee is usually charged. Some substances regulated by other laws, such as medicines, are partly or fully exempt.
How to describe REACH status in your marketing
EU buyers check REACH status before they order. Get the wording right:
- Say who registered: for example, that a named substance is registered by your only representative in the EU, if that is true.
- Be specific by substance: registration is per substance, so avoid blanket claims across a catalog.
- Avoid invented badges: REACH is a registration system; describe what has been registered.
- Keep it current: date the statement and update it when the status changes.
Substances of very high concern in articles
If you export finished articles, meaning objects whose shape or design matters more than their chemistry, such as flooring, packaging or equipment parts, ECHA's page on Candidate List substances in articles says that including a substance of very high concern on the Candidate List can trigger legal obligations for importers, producers and suppliers of articles that contain it. Know whether your articles contain any, and be ready to give the information your EU customers need.
CLP: the new rules for advertising
CLP, ECHA's overview explains, is based on the UN's Globally Harmonised System and was significantly revised by Regulation (EU) 2024/2865. Today, Article 48 requires an advertisement for a substance classified as hazardous to mention its hazard classes or categories. Regulation 2024/2865 replaces Article 48: once it applies, any advertisement for a substance or mixture classified as hazardous must indicate the hazard pictograms, signal words, hazard statements and supplemental EUH statements, and advertisements to the general public must add "Always follow the information on the product label." Ads may not contain statements barred from labels, which the regulation's recitals illustrate with words such as "non-toxic", "non-harmful", "non-polluting" and "ecological". Non-visual ads may omit pictograms and signal words. A new Article 48a requires distance sales offers, including online, to show the label elements. Regulation (EU) 2025/2439 applies the new Articles 48 and 48a from 1 January 2028, and allows suppliers to follow the new Article 48 early, until 31 December 2027. A political agreement of June 2026 on the EU's "omnibus VI" package would ease these advertising rules; check whether it has been adopted before relying on the 2028 text.
What this means for your website and catalog
For each product sold or advertised to EU buyers, plan where the hazard information sits: next to the product name and price on catalog and offer pages, inside ads and banners, and in downloadable sheets. Build it into the page templates so it cannot be left off, take it from your regulatory team's classification data, and keep marketing words off hazardous products where the rules bar them. Our web design service builds templates this way.
What we do and do not do
PromotEdge International is an international strategy, technology, marketing and design company, and our delivery team is in India. We build product pages, catalogs and campaigns that carry the information your regulatory team specifies. We give no regulatory or legal advice, classify no substances and register nothing; your regulatory team and your EU importer or only representative decide what applies. Chemical clients we have worked for include Fine Organics, Novozymes and Himadri Speciality Chemical. That work was for their business in India and was delivered by our team there. Our chemical marketing service page describes the work. This guide is general information, not legal advice.
Facts we rely on: see our company facts for what we state about ourselves and where each fact comes from.