Slough’s Trading Standards team is warning businesses to only sell foods which are suitable for the UK market and have the correct labelling.
Residents are also urged to check labels, to ensure they are not consuming additives which are not permitted in the UK.
It is a legal requirement to have an address in the UK on the label, to show who is legally responsible for the food.
The team has been out advising stores in Slough about their legal duty and providing advice to them about product labelling.
Dean Cooke, the council’s Principal Trading Standards Officer, who is also the Chartered Trading Standards Institute’s Lead Officer for Food Standards, appeared on national television this week discussing the issue, which is particularly prevalent in the sale of American sweets, drinks and snacks.
He said: "Social media has amplified the demand for American sweets, with influencers on platforms like TikTok showcasing these colourful products in ways that appeal to children and teenagers. While this drives seasonal sales, it also creates a dangerous market for items that fail to meet UK safety standards. Retailers must take responsibility to ensure compliance, and parents need to be vigilant in checking labels to protect their children from potential harm.
“Importers, by law, have to re-label products with a UK/GB address. If there is any problem with the food, customers and Trading Standards may need to contact a legally responsible person in this country. If food does not have a UK/GB address on the label, we would advise for them not to buy it.”
In the run up to Christmas, brightly coloured packets of sweets, drinks and snacks may seem like the perfect gift, and they are readily available.
There will be genuine products around, with the correct labelling, but it’s important to check. Ones with no UK compliant labelling may contain banned additives or ingredients, additives not permitted in certain types of food, and additives which exceed the legal levels allowed by UK law.
Slough’s Trading Standards team advise looking at labels when buying any imported sweets, soft drinks and crisps and if they do not have a UK address on them, do not buy them.
Though American foods have been found to be the issue recently, the principle applies to foods from other countries too.
Councillor Ishrat Shah, lead member for equalities, public health and public protection, said: “Having the correct labelling is so important to ensure UK consumers aren’t consuming banned additives or unlabelled allergens. If something was wrong with the product and a customer wanted to complain, an address in the United States is of no use to them.
“We hope that if customers stop buying products without UK addresses, then it will encourage importers to label their foods properly.”
Anyone unsure about the safety of products in England and Wales can contact the Citizens Advice Consumer Helpline on 0808 223 1133.