What is GPSR?
The General Product Safety Regulation (EU) 2023/988, known as GPSR, sets the basic safety rules for consumer products sold in the EU. It has applied since 13 December 2024, replacing the older General Product Safety Directive. It covers non-food consumer products, whether sold in shops or online, and fills the gaps left by product-specific laws such as the toy, cosmetics or electronics rules.
For brands outside the EU, the most important change is that every product needs a responsible economic operator established in the EU. Without one, the product can’t be placed on the EU market, and marketplaces remove listings that don’t show the required details.
Core principle: Every consumer product sold in the EU needs someone in the EU who answers for its safety, and customers and authorities must be able to identify and contact them.
Who can be the responsible economic operator
Under GPSR and the EU Market Surveillance Regulation, the role falls to the first of these that is established in the EU:
- The manufacturer, if it is based in the EU.
- The importer, the EU business that places the product on the market.
- An authorised representative, appointed in writing by the manufacturer.
- A fulfilment service provider, if none of the above is in the EU.
Most non-EU brands appoint an authorised representative, often called an EU responsible person, rather than leaving the role to their fulfilment provider by default.
What GPSR requires
Safety assessment and technical documents
Manufacturers must analyse the product’s risks and keep technical documentation for 10 years.
Why it matters: Authorities can ask for it at any time, and the EU responsible person must be able to provide it.
Traceability on the product
The product, its packaging or an accompanying document must show the manufacturer’s name and contact details, the EU responsible person, and a type, batch or serial number.
Watch out for: Missing details are one of the most common reasons for blocked listings and shipments.
Information in online listings
Every online offer must show the manufacturer, the EU responsible person, a product identifier and any warnings or safety information.
Watch out for: Marketplaces such as Amazon, eBay and Zalando ask for these fields and hide listings without them.
Accidents and recalls
Businesses must report dangerous products and accidents to authorities through the EU’s Safety Business Gateway and contact affected customers in a recall.
Why it matters: Keeping customer and batch data makes a recall manageable.
GPSR and other product rules
| Product | Main rules | EU-based party required |
|---|---|---|
| General consumer goods | GPSR | Responsible economic operator |
| Cosmetics | Cosmetics Regulation and CPNP | Responsible Person |
| Electronics, toys, machinery | CE marking laws, plus GPSR for remaining risks | Economic operator under the Market Surveillance Regulation |
| Electrical goods and packaging waste | WEEE and EPR | Often an authorised representative per country |
Example: A UK brand selling ceramic mugs in the EU appoints an EU authorised representative in Ireland. It adds the representative’s name and address to the box label, a batch code to each mug and the same details to its Shopify and Amazon listings. When stock arrives at its fulfilment centre in Germany, every carton already carries the required information.
Read more in Selling in the EU from outside the EU: VAT, EORI and stock.
Frequently asked questions
When did GPSR start to apply?
On 13 December 2024. It replaced the General Product Safety Directive.
Does GPSR apply to products sold online from outside the EU?
Yes. Products offered to EU consumers online must meet GPSR, and there must be a responsible economic operator in the EU.
Can my fulfilment centre be my responsible person?
Only by default if no manufacturer, importer or authorised representative is established in the EU. Most brands appoint an authorised representative instead.
What must appear on the product?
The manufacturer’s name and contact details, the EU responsible person’s details and a type, batch or serial number, on the product, its packaging or an accompanying document.
Does GPSR apply to food?
No. Food is covered by EU food law. GPSR applies to non-food consumer products.
