Clicking with confidence

Online grocery shopping is surging, with one in three people now purchasing their food online. This shift offers convenience and flexibility, but it also brings added risks for those with allergies: unclear product descriptions, inconsistent allergen information, and limited access to staff who can answer essential questions.

We want people to stay safe online. Clicking with confidence is our campaign to ensure that people with allergies can make informed, confident decisions when shopping online. Using our clear guidance, we're empowering shoppers to identify safe products and avoid unnecessary risks.

Why online food shopping safety matters

Shopping for food online should be safe for everyone. However, not every seller provides the allergen information required under UK regulations. If you live with allergies, you'll already know that you need to take a few extra precautions to stay safe.

Before placing an order, follow these simple steps to ensure the business you're buying from is trustworthy, transparent, and allergy-aware.

Check that the food business is registered

UK-registered food businesses must meet food safety standards. You can confirm whether a business is registered and view any applicable food hygiene rating by visiting https://ratings.food.gov.uk.

Here is an example of a food hygiene rating:

Review product information carefully

Ensure products include:

• A clear ingredient list
• Accurate allergen information (this should be emphasised, e.g. by bold text)
• Details about preparation environments (e.g., "may contain" warnings)

If anything is missing or unclear, contact the business directly before making a purchase.

Here are two examples of good allergen labelling:

Ingredients listed with allergens in bold and a clear allergy advice box.

Allergens like wheat and milk are in bold, plus an advisory note.

Be cautious with third-party sellers

Marketplaces and social platforms can host unregulated sellers. If a business cannot provide proper allergen information, it's safer to avoid buying from them.

Know your rights

Online retailers must provide accurate allergen details before purchase. If you believe information is misleading or missing, you can report concerns to your local authority or the Food Standards Agency.

Shop smart. Shop safe.

We want you to feel informed, supported, and secure every time you shop online. With the right knowledge and a few simple checks, you can browse, click and buy with confidence.

Further information

For more detailed guidance and official resources, visit:

• Food labelling in Northern Ireland and European Union (nibusinessinfo.co.uk)
• Wales: Food Standards (Shared Regulatory Services (SRS) Wales)
• England: Ordering allergy-safe food (Food Standards Agency)
• New Food Allergen Guidance (Allergy UK)
• Food allergy advice (NHS)