New thinking on where language helps growth, and where it quietly holds it back.
Regulation (EU) 2023/1230 applies from January 2027. The language obligation is explicit and instructions may now be digital, turning a large documentation estate into a versioning problem.
Under the EU Medical Device Regulation, translation is closer to a subscription than a launch task: the obligation regenerates with every product revision and every new market.
The generic advice says lead with language when you're small. In Africa, that advice can quietly cost you market share. How to decide, stage by stage.
Why brands drift across markets, what it actually costs, and how to fix it, which isn't by buying more translation.
An honest guide to when plain translation is genuinely enough, and when localisation or transcreation is worth the spend. Spend where it grows the market; save where it doesn't.
