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Founder of Euverify | EU & UKCA Compliance Expert
Ajay is an eCommerce expert with 17+ years of experience as an Amazon, eBay, and Etsy seller and a Shopify specialist. He excels in EU and UK compliance, including GPSR and UKCA, helping businesses expand into European and UK markets. Ajay is the founder of Sweans, a London-based eCommerce agency, and Euverify.com, a SaaS platform streamlining compliance for non-EU sellers.
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GPSR Regulations Explained: What Every Product Seller Must Know
If you sell consumer products in Europe and you have not heard of the GPSR yet, it is time to pay attention. The General Product Safety Regulation, officially Regulation (EU) 2023/988, is the most significant overhaul of EU product safety law in over two decades.
It replaced the old General Product Safety Directive (GPSD), Directive 2001/95/EC, and became fully applicable on 13 December 2024. Whether you are a manufacturer, importer, distributor, online marketplace seller, or brand owner, the GPSR regulations affect how you place products on the EU market.
This guide explains everything: what the GPSR is, what it replaced, who it applies to, what it requires, how it is enforced, and what you need to do to comply.
Key Takeaways:
- The GPSR (Regulation (EU) 2023/988) replaced the old GPSD (Directive 2001/95/EC) and became fully applicable on 13 December 2024.
- It applies to virtually all consumer products sold in the EU that are not fully covered by sector-specific EU harmonisation legislation.
- Key changes from the GPSD: it is a Regulation (directly applicable, no national transposition needed), includes explicit obligations for online marketplace sellers, requires an EU-based responsible person for every product, introduces mandatory accident reporting, and covers online sales and digital aspects of products.
- Non-compliance can result in product removal from market, marketplace suspensions, and enforcement penalties.
- Northern Ireland follows EU rules under the Windsor Framework — the GPSR applies to products placed on the Northern Ireland market.
- Euverify provides full GPSR compliance services, including EU Authorised Representative, labelling support, risk assessment tools, and document storage.
What Is the GPSR?
The General Product Safety Regulation (GPSR) is an EU law that sets out the baseline safety requirements for consumer products sold in the European Union. It ensures that only safe products reach consumers, and it creates a clear framework of obligations for every business in the supply chain.
At its core, the GPSR says: every consumer product placed on the EU market must be safe. If it is not safe, it must not be sold. And every economic operator involved — from the manufacturer to the marketplace — has a role in making sure that happens.
The GPSR is a Regulation, not a Directive. This is an important legal distinction. A Directive needs to be transposed into each Member State’s national law, which can lead to inconsistencies. A Regulation applies directly and uniformly across all 27 EU Member States from the day it enters into force. This means the same rules apply whether you sell in Germany, France, Spain, or any other EU country.
GPSR vs. GPSD: What Changed?
The GPSR replaced the General Product Safety Directive (GPSD), which had been in force since 2001. Here are the most significant changes:
From Directive to Regulation
The GPSD was a Directive — each EU Member State implemented it slightly differently in national law. The GPSR is a Regulation, directly applicable across the EU. This eliminates inconsistencies and creates a true single market for product safety rules.
Online Marketplaces Are Now Explicitly Covered
The GPSD predated the rise of online marketplaces. The GPSR explicitly addresses this gap with Chapter IV (Articles 22 and 23), which places specific obligations on providers of online marketplaces.
Marketplaces must now: designate a single point of contact for market surveillance authorities, have internal product safety processes, cooperate with orders to remove dangerous product listings, take into account Safety Gate notifications, and provide product safety information to consumers.
Mandatory EU Responsible Person
Under Article 16, every product placed on the EU market must have an economic operator established in the EU who is responsible for it. This was not an explicit requirement under the GPSD for non-harmonised products.
For non-EU sellers, this means appointing an EU Authorised Representative is now mandatory under the GPSR — not optional.
Enhanced Traceability
The GPSR strengthens traceability requirements. Products must carry identification elements (type, batch, or serial numbers) and the contact details of both the manufacturer and the EU responsible person (Articles 9(5), 9(6), 16(3).
Article 18 also empowers the Commission to set up specific traceability systems for certain product categories if needed.
Mandatory Accident Reporting
Manufacturers and importers must report dangerous products and accidents through the Safety Business Gateway (Articles 9(8) and 11(8). This is a more structured and formal reporting mechanism than what existed under the GPSD.
Product Safety for the Digital Age
The GPSR recognises that products increasingly have digital components. Article 7 includes cybersecurity risks among the factors to be considered when assessing product safety. Digital modifications that impact safety can make someone the “manufacturer” of the modified product under Article 13.
Consumer Rights Enhanced
The GPSR gives consumers explicit rights to information and remedies. Under Article 36, in the event of a recall, consumers have the right to choose between repair, replacement, or an adequate refund.
Modernised Safety Assessment
Article 7 updates the criteria for assessing product safety, including considering the product’s appearance, cybersecurity features, evolving and learning functions (AI), and interconnected aspects.
Who Does the GPSR Apply To?
The GPSR applies broadly across the product supply chain. Here is who is covered:
Manufacturers (Article 9)
If you design and produce consumer products, or have products designed and produced and market them under your name or trademark, you are a manufacturer under the GPSR. You bear the primary obligations: safety assessment, technical documentation, labelling, and accident reporting.
Importers (Article 11)
If you bring products from outside the EU into the EU market, you are an importer. You must verify the manufacturer has met their obligations and add your own name and contact details to the product.
Distributors (Article 12)
If you make products available on the market without being the manufacturer or importer, you are a distributor. You must verify that the products carry the required labelling and do not make obviously non-compliant products available.
Authorised Representatives (Article 10)
Non-EU manufacturers may appoint an EU-based authorised representative through a written mandate to fulfil certain obligations on their behalf.
Online Marketplace Providers (Article 22)
If you operate an online marketplace that allows third parties to sell to EU consumers, you have specific obligations including cooperating with authorities and removing dangerous product listings.
Anyone Who Places a Product Under Their Own Name (Article 13)
If you white-label, rebrand, or substantially modify a product and place it on the EU market under your name or trademark, you are treated as the manufacturer — with all the manufacturer’s obligations.
What Does the GPSR Require? The Core Obligations
General Safety Requirement (Article 5)
Products placed on the EU market must be safe. A safe product is one that, under normal or reasonably foreseeable conditions of use, does not present any risk, or only presents minimum risks compatible with the product’s use and considered acceptable within a high level of protection of health and safety.
Internal Risk Analysis and Technical Documentation (Article 9(2)
Before placing a product on the market, manufacturers must conduct an internal risk analysis and prepare technical documentation. This must be kept for 10 years and made available to authorities on request.
Product Labelling (Articles 9(5), 9(6), 16(3)
Products must display: a product identifier (type, batch, serial number), the manufacturer’s name, postal address, and email, and the EU responsible person’s name, address, and email.
Instructions and Safety Information (Article 9(7)
Products must be accompanied by clear instructions and safety information in the language of the target market, unless the product can be safely used without them.
EU Responsible Person (Article 16)
Every product must have an economic operator established in the EU who is responsible for it. For non-EU businesses, this typically means appointing an authorised representative.
Accident Reporting (Articles 9(8) and 11(8)
If a manufacturer or importer discovers a product is dangerous, they must immediately take corrective action, inform consumers, and notify market surveillance authorities through the Safety Business Gateway.
Complaints Register (Article 9(12)
Manufacturers must keep an internal register of complaints about product safety and any corrective actions taken.
GPSR Enforcement and Penalties
Who Enforces the GPSR?
National market surveillance authorities in each EU Member State are responsible for enforcement. They can:
- Require information and documentation from economic operators.
- Carry out product inspections and testing.
- Order products to be withdrawn or recalled.
- Order online marketplaces to remove product listings.
- Impose penalties under national law.
The Safety Gate (Formerly RAPEX)
The EU Safety Gate is the rapid alert system for dangerous non-food products. Under the GPSR, authorities notify dangerous products through the Safety Gate, and these notifications are publicly available. Appearing on the Safety Gate is highly damaging to any brand.
Penalties
The GPSR itself does not set specific fine amounts — penalties are determined by each Member State under national law. However, the regulation requires penalties to be effective, proportionate, and dissuasive.
In practice, penalties can include: fines (varying by Member State), product seizure, market bans, recall orders, and public notifications through the Safety Gate.
Marketplace Enforcement
Under Article 22(4), market surveillance authorities can order online marketplaces to remove dangerous product listings within two working days. This gives authorities direct power over online platforms, not just the sellers.
GPSR Timeline: Key Dates
Date | Event |
10 May 2023 | GPSR (Regulation (EU) 2023/988) adopted by the European Parliament and Council |
12 June 2023 | GPSR published in the Official Journal of the EU |
13 December 2024 | GPSR becomes fully applicable — all products placed on the EU market from this date must comply |
13 December 2024 | GPSD (Directive 2001/95/EC) and Council Directive 87/357/EEC are repealed |
Ongoing | European Commission developing implementing acts for specific provisions (e.g., traceability systems under Article 18) |
GPSR and Northern Ireland
Northern Ireland occupies a unique position in EU product safety law. Under the Windsor Framework (which replaced the original Northern Ireland Protocol), Northern Ireland remains within the EU’s single market for goods.
This means: the GPSR applies to products placed on the Northern Ireland market. Products sold in Northern Ireland must comply with EU product safety rules, including having an EU-based responsible person and meeting GPSR labelling requirements.
The UK(NI) Mark
Products that are CE marked and placed on the Northern Ireland market by a UK-based manufacturer using a UK-based Approved Body may need a UK(NI) mark in addition to the CE mark. However, CE-marked products from the EU or third countries can be placed on the Northern Ireland market without the UK(NI) mark.
Great Britain (England, Scotland, Wales)
Great Britain has its own product safety framework separate from the EU. The GPSR does not apply in Great Britain — products sold in GB follow UK regulations. However, the UK Government has indicated it will develop updated product safety legislation.
Products Covered and Not Covered by the GPSR
Covered
All consumer products placed on the EU market, including: physical goods, products with digital elements, second-hand products re-entering commercial supply chains, products supplied in the context of services, products originally designed for professional use but migrated to consumer markets.
Not Covered (Excluded from Scope)
- Medicinal products (covered by pharmaceutical legislation).
- Food and feed (covered by EU food safety law).
- Living plants (covered by plant health legislation).
- Animal by-products (covered by specific regulations).
- Plant protection products (pesticides — covered by authorisation legislation).
- Aircraft covered by EU aviation safety regulation.
- Antiques and historical collectibles (where consumers cannot reasonably expect modern safety standards).
How to Get Your Business GPSR-Compliant
Step 1 — Determine Whether Your Product Is Covered: Check whether your product falls under the GPSR and/or any specific EU harmonisation legislation.
Step 2 — Appoint an EU Responsible Person: If you are based outside the EU, appoint an authorised representative. Euverify provides EU AR services with an Irish address within 24 hours.
Step 3 — Conduct a Risk Assessment: Carry out an internal risk analysis of your product and document it as part of your technical documentation (Article 9(2).
Step 4 — Update Your Labels: Ensure every product carries: manufacturer name, postal address, and email; a product identifier; and the EU responsible person’s name and contact details.
Step 5 — Prepare Safety Information: Include clear instructions and safety warnings in the language of each target market.
Step 6 — Update Online Listings: Add required compliance information to your marketplace listings (Amazon, Etsy, eBay, etc.) and website product pages.
Step 7 — Set Up a Complaints System: Create a system for receiving and investigating consumer complaints about product safety (Article 9(11) and (12).
Step 8 — Store Your Documentation: Keep your technical documentation, risk assessments, and compliance records for at least 10 years. Euverify’s platform provides secure storage for the full regulatory retention period.
Frequently Asked Questions About GPSR Regulations
What is the GPSR?
The General Product Safety Regulation — Regulation (EU) 2023/988 — is an EU law that sets safety requirements for consumer products sold in the EU. It replaced the old General Product Safety Directive and became fully applicable on 13 December 2024.
When did the GPSR come into force?
The GPSR was adopted on 10 May 2023, published on 12 June 2023, and became fully applicable on 13 December 2024.
What did the GPSR replace?
It replaced the General Product Safety Directive (GPSD), Directive 2001/95/EC, and Council Directive 87/357/EEC (on food-imitating products).
Does the GPSR apply in the UK?
The GPSR does not apply in Great Britain (England, Scotland, Wales). However, it does apply in Northern Ireland under the Windsor Framework. The UK has its own product safety regulations for the GB market.
What is the difference between the GPSR and CE marking directives?
CE marking directives cover specific product categories (electronics, toys, machinery, etc.) and require conformity assessment and marking. The GPSR is a horizontal regulation covering all consumer products that are not fully addressed by sector-specific legislation. Both can apply simultaneously — for example, the GPSR’s responsible person requirement may apply even to CE-marked products.
Do I need a GPSR responsible person?
Yes, if you place consumer products on the EU market. Under Article 16, every product must have an EU-based economic operator responsible for it.
What are the penalties for GPSR non-compliance?
Penalties are set by each EU Member State and must be effective, proportionate, and dissuasive. They can include fines, product removal, recall orders, and public Safety Gate notifications.
Does the GPSR apply to online sales?
Yes. The GPSR explicitly covers online sales and includes specific obligations for online marketplace providers under Chapter IV.
Get GPSR-Compliant With Euverify
Euverify is the all-in-one platform for GPSR compliance:
- EU Authorised Representative with official Irish address — ready in 24 hours
- UK Authorised Representative with official English address — for dual-market sellers
- Risk assessment tools and technical documentation support
- GPSR compliance certificates
- Product labelling guidance
- Secure document storage for the full 10-to-15-year regulatory retention period
- Plans from EUR 200 per year, with a 14-day free trial
Beyond GPSR, Euverify also supports CE/UKCA marking, cosmetics compliance, medical device representation, and GDPR Article 27 services.
Visit www.euverify.com to get started today.
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