The product description should be detailed, well-structured and clearly formulated. Restate the details of your product title and provide additional information – if applicable - such as:
- Brand / designer name
- Size / exact dimensions
- Colour
- Texture
- Material compositions
- Weight of product & package
- Type of packaging
- Country of origin
- Technical details
- Technical compatibility
- Built-in technology
- All items included in product – e.g. manuals, charger
- State whether batteries are included or not
The better the customer is informed the better your products will sell and the less returns are generated due to misinformation of the customers. For promotional effect it is allowed to tell a short story about the product as long as you stick to the facts. More information is key to increased sales, but keep it short, simple and precise to ensure you are providing relevant information.
It is not allowed to include the following in your description:
- Conflicting information between title and description
- HTML Code
- URLs/ Links
- Merchant name
- Reference to external shop
- Information on CE marking
- Information unrelated to product
- Information on prices
- Information on return policy
- Information on shipping cost
- Customer service
- Terms and conditions of sale
- Plagiarized text or 1:1 copies from other sites
Product descriptions for products with digital parts
From 1 of July 2022 new consumer legislation is expected to take place which will specifically concern sales of products with digital content. Products with digital parts are products that are integrated or interconnected with digital content or digital services, for example smartwatches, smartphones or products that are controlled by the support from apps. The digital parts or the digital content are included in the purchase of the product unless otherwise agreed. If you sell products with digital parts there are new requirements you have to be aware of. The product is delivered when the consumer have been provided or get access to the digital part/digital content
What should merchants inform about in the product descriptions of products with digital parts?
- For products with digital parts you should inform about:
- The functionalities of the product with digital parts including technical protection measures, for example technical limitations, functionalities of apps
- Compatibility and interoperability between products with digital parts, digital content and digital services (more information about this will be presented on the next slide)
- You need to inform about and give access to updates (and inform about consequences of not updating)
- During 3 years as a starting point
What is compatibility?
Compatibility between products with digital parts, digital services and content
- Compatibility: the ability to function, without conversion, with hardware or software that is normally used with the same type of products with digital parts, digital content or digital services
- Interoperability: the ability to function with other hardware or software than what is normally used with the same type of products with digital parts, digital content and digital services
- An example of this is how the product works together with an app or similar
Requirements for specific categories are - but not limited to - as follows:
- Textile: Composition of material needs to be stated (e.g. 20% cotton, 80% polyester)
- Shoes: Composition of material needs to be stated for in- and outsole as well as upper material
- Batteries: State battery type (e.g. AA) and voltage
- Children’s toys: The minimum age is to be stated. Certain toys require a warning, for example water toys require exact wording according to EU rules - “Warning! Only to be used in water in which the child is within its depth and under adult supervision”
- Cosmetic and hygiene products: Information on product contents and use shall be in Swedish language. No descriptions allowed that directly or indirectly imply that it is a medical product, for example stating that it cures or alleviates symptoms of any medical conditions.