Selling print-on-demand merch in the UK: the rules to know

1. Your designs: copyright and trade marks

Copyright. Artwork, photos, illustrations, characters and much distinctive text are protected by copyright under the Copyright, Designs and Patents Act 1988. Don’t use anything you didn’t create or don’t have a licence for. That includes images found online, film and TV characters, band artwork and fan art based on them. Check that any fonts and stock graphics you use are licensed for merchandise; many free licences exclude products for sale. GOV.UK’s copyright overview is a good starting point.

Trade marks. Under section 10 of the Trade Marks Act 1994, using a sign that is the same as or similar to a registered trade mark, on similar goods, can infringe it. Clothing and mugs are common classes for registered marks, and so are catchphrases and slogans. Before you print a slogan, search the UK trade mark register. If your own brand name matters to you, consider registering it.

Print-on-demand platforms and marketplaces remove listings after infringement complaints, and repeated complaints can close your account. Avoiding a design in the first place is far cheaper than dealing with a takedown or a claim.

2. Selling online: the 14-day cancellation right

When you sell to consumers online, the Consumer Contracts Regulations 2013 apply. You must give clear pre-contract information, including who you are, how to contact you, the total price with delivery, and the cancellation rights. Consumers can then cancel for any reason within 14 days of receiving the goods (regulation 30), and you must refund them within 14 days of getting the goods back, or proof they were sent (regulation 34).

The custom-item exception is narrow. Regulation 28(1)(b) excludes goods “made to the consumer’s specifications or clearly personalised”. A T-shirt with the buyer’s own name or photo on it is likely to fall within that. Your standard design, picked from your shop and printed once the order comes in, is generally a different case. Being printed to order doesn’t by itself make it made to the customer’s specifications. Don’t write “no returns on print-on-demand items” unless you’re confident the exception really applies.

Separately, the Consumer Rights Act 2015 still applies to personalised items. Goods must be of satisfactory quality and as described, so a faded print, wrong size or misprint is your problem to put right. Check what your print-on-demand provider will reprint or refund, so you can honour that.

3. Product safety: Great Britain, Northern Ireland and the EU

Great Britain. The General Product Safety Regulations 2005 require every consumer product to be safe in normal or reasonably foreseeable use (see GOV.UK’s product safety advice for businesses). The government consulted in 2026 on a new product safety framework under the Product Regulation and Metrology Act 2025, including new duties for online marketplaces. At the time of checking, no replacement regulations were in force. Watch for updates.

Northern Ireland and the EU. The EU General Product Safety Regulation (2023/988) has applied in the EU and Northern Ireland since 13 December 2024. According to GOV.UK’s GPSR guidance and factsheet, selling to customers there means:

a responsible economic operator established in the EU or Northern Ireland, such as the manufacturer, an authorised representative, the importer or a fulfilment provider. A Great Britain address alone doesn’t qualify;
the product or an accompanying document showing a product identifier (type, batch or serial number), the manufacturer’s name and postal and electronic address, and any safety information needed;
online listings showing the manufacturer and responsible person details, a product identifier and any warnings.

Some print-on-demand providers print in the EU and offer these details, but don’t assume yours does. Check before you open your shop to Northern Ireland or EU buyers.

4. Labels and product claims

Textiles: T-shirts, hoodies and tote bags must show their fibre composition (for example “100% cotton”) under the Textile Products (Labelling and Fibre Composition) Regulations 2012. Show it in your online listing too. Blank garments usually come labelled, but check, especially if you add your own neck label.
Care labels aren’t required by UK law, but customers expect them, and they reduce complaints about faded prints.
Mugs and bottles touch food and drink, so the blanks must be suitable for food contact. Ask your provider for confirmation.
Children’s products carry extra safety rules. Be cautious before selling items intended for babies and young children.
Green and quality claims (“organic”, “eco”, “sustainable”) must be accurate and backed up by your supplier’s evidence.

5. VAT and income

You must register for VAT if your taxable turnover goes over £90,000 in any rolling 12 months, or you expect it to in the next 30 days (see GOV.UK: Register for VAT). That threshold counts your total sales, not your profit after print costs. Below it, registration is optional. Selling into the EU or Northern Ireland can bring separate VAT and customs rules, so check before you open up those markets. Merch income also counts towards your self-assessment or company accounts in the usual way.

Quick checklist

Every design is your own work, or you hold a licence that covers products for sale
Fonts and stock graphics are licensed for merchandise
Slogans and brand names checked against the UK trade mark register
Pre-contract information and a returns policy that reflect the 14-day cancellation right
“No returns” limited to genuinely personalised or made-to-specification items
A clear process for faulty or misprinted items
Selling to NI or the EU: responsible person, product identifier and manufacturer details in place
Fibre composition shown on garments and in listings
Food-contact confirmation for mugs and bottles
Turnover tracked against the £90,000 VAT threshold

FAQ

Do I have to accept returns on print-on-demand items?

Usually, yes. Consumers who buy online can cancel within 14 days of receiving the goods. The exception for goods made to the consumer’s specifications or clearly personalised covers things like an added name or the customer’s own photo. A standard design printed to order is generally not covered.

Can I sell fan art or merch with film or band characters?

Not without a licence. Characters, artwork and logos are usually protected by copyright and often by registered trade marks too.

Do I need a GPSR responsible person if I only sell in Great Britain?

No. The EU GPSR responsible person requirement applies to products placed on the market in Northern Ireland and the EU. In Great Britain, the General Product Safety Regulations 2005 still require your products to be safe.

When do I need to register for VAT?

When your taxable turnover goes over £90,000 in any rolling 12 months, or you expect it to within the next 30 days. That counts total sales, not profit.

Is this legal advice?

No. It’s a general summary of the rules with links to official sources.

Official sources

Laws and guidance change. Check the sources above for the latest position. For advice on your own circumstances, consult a solicitor.

Selling print-on-demand merch in the UK: designs, returns, product safety and VAT