What happened
On 13 December 2024, the EU's General Product Safety Regulation (GPSR) replaced the old General Product Safety Directive (GPSD) from 2001. Unlike the directive, which gave member states flexibility in implementation, the regulation applies directly and uniformly across all 27 EU member states.
This isn't a minor update. GPSR fundamentally changes who is responsible for product safety and what documentation must be available.
The big change: economic operators
Under GPSR, every product sold in the EU must have an EU-based economic operator whose name and contact details appear on the product or its packaging. This applies whether the product is sold in physical retail or online.
For brands based outside the EU, this means you need either:
- An EU-based importer (who takes responsibility for the product)
- An authorised representative based in the EU
- A fulfilment service provider under certain conditions
If you've been selling directly from outside the EU through marketplaces, those days are numbered. Amazon, for example, has already started requiring economic operator information for all product listings.
What needs to be on the product
GPSR requires the following to be traceable:
- Manufacturer name, registered trade name or trademark, and contact address
- Economic operator name and address (if different from manufacturer)
- Product identification: type number, batch number, serial number, or other identifying element
- Safety warnings in the language(s) of the member state where the product is sold
This isn't just about stickers. The information must be legible, understandable, and accessible. It needs to be on the product itself, or on the packaging, or in accompanying documentation — depending on the product.
Online sales requirements
For products sold online, GPSR adds specific requirements:
- Product images must show the product clearly
- Safety warnings and instructions must be available before purchase
- The economic operator must be identifiable from the listing
- Marketplace operators must ensure compliance from third-party sellers
The regulation gives member state authorities the power to order marketplaces to remove non-compliant listings — and they're using it.
Corrective actions and recalls
GPSR introduces a modernised framework for product recalls:
- The Safety Gate (formerly RAPEX) has been upgraded for faster information exchange
- Manufacturers must notify authorities about dangerous products within defined timescales
- Recall notices must reach consumers directly where possible — not just a press release on a website
- Consumers are entitled to repair, replacement, or adequate refund for recalled products
What you should do now
If you're a brand selling in the EU:
- Confirm your economic operator — you need an EU-based entity willing to be named on your products
- Audit your labelling — make sure every product has the required manufacturer and operator information
- Review your online listings — all marketplace and webshop listings must show safety information and operator details
- Set up internal procedures — you need a process for monitoring product safety, handling complaints, and initiating corrective actions
- Update your technical documentation — GPSR requires internal risk assessments and safety evaluations to be maintained and available for 10 years
The enforcement picture
EU member states have been given stronger tools for market surveillance. Customs authorities can stop products at the border if documentation is incomplete. Online marketplace monitoring is becoming automated. The fines vary by country, but they're substantial.
The practical reality: if you're already working with an established European distributor who handles compliance, most of this is managed for you. If you're going direct, you need to build this capability — or find a partner who has it.
Tekpoint acts as the EU economic operator for all brands in its portfolio, handling regulatory compliance, labelling, and documentation across 23 European countries. Learn more about our EU compliance services.