GB Law requires international passenger transport operators to draw the attention of their customers to the rules for personal imports contained within the Regulation. For personal imports from outside the EU these rules are well-established and straightforward i.e. no meat and no dairy products. The Government has deferred the application of these rules for personal imports from the EU as part of the post-EU Exit transitional arrangements (until 31 January 2027). In the meantime, Defra has used safeguard powers to ban personal imports of certain products from the EU into England in response to specific animal disease threats. Equivalent measures have been implemented by Devolved Governments in Scotland and Wales. On 12 April 2025, Defra extended existing bans on personal imports of meat and dairy products from the EU to cover all ruminant and pig meat and dairy products from the EU single market area. To communicate this change, the Government targeted a broad audience through effective partnership communications with the travel sector. Defra’s press notice and digital content explained why travellers should not bring these products into the country. ABTA, a trade association for UK travel agents, tour operators and the wider travel industry, circulated details of the ban to its members, shared Defra digital content and issued a news release. As a result, some travel operators, for example Eurotunnel and Eurostar, now email travellers ahead of travel informing them of the ban. Some, such as Eurotunnel, Eurostar and P&O Ferries, have information on their websites informing travellers about the ban. Others, such as easyJet, have information on their websites advising travellers to check destination countries’ rules for importing food. Defra conducted focus groups to test the communication assets (e.g. posters) it developed and shared with industry partners. The focus groups did not identify the need for a digital tool for travellers, and the Government is not convinced that it would offer value for money. Defra’s quarterly attitude tracker results in August 2025 indicated that over 90% of those who had travelled to the EU since April 2025 were aware of the rules. The Government, therefore, partially agrees with this recommendation. Defra and the Animal and Plant Health Agency will continue to communicate the rules and the reasons for them. This includes issuing reminder communications around key travel periods - before half term and at the start of the European Christmas market season. To expand reach still further, Defra is planning specific communications to target migrant farm workers. The SPS Agreement will have implications for future policy on goods from the EU. In view of the above, the Government has no current plans to legislate in this space or to develop a digital tool for travellers.