GPSR for online sellers: the new product safety obligations
The EU General Product Safety Regulation has applied since December 2024. What sellers, importers, and marketplace vendors must now provide in concrete terms.
What the GPSR changes
The General Product Safety Regulation — Regulation (EU) 2023/988 — has applied since 13 December 2024 and replaces the old Product Safety Directive. As a directly applicable regulation, it creates EU-wide uniform obligations for almost all consumer products not already covered by sector-specific rules. Online and marketplace trade are particularly in focus.
The EU responsible person
At the heart of the GPSR is the obligation to designate, for each product, an economic operator established in the EU. This responsible person — manufacturer, authorized representative, importer, or fulfilment service provider — is the contact point for market surveillance and ensures the technical documentation is available. Products without a designated responsible person may not be placed on the EU market — a common stumbling block for direct imports from third countries.
The information buyers must see
- A clear product identifier: type, batch, or serial number
- The name and contact address of the manufacturer and the EU responsible person
- Warnings and safety information in understandable language
- For online offers: all of this information before the purchase is completed
Technical documentation and risk analysis
Manufacturers must prepare internal technical documentation with an analysis of the possible risks and evidence of the protective measures taken. These records must be kept for at least ten years. Distributors and importers have verification duties: they may only resell a product if the required information and markings are present.
Obligations in the event of a safety incident
If a product proves to be dangerous, corrective measures must be taken immediately and the incident reported via the Safety Business Gateway. Recalls must be communicated effectively and understandably; affected consumers must be offered an appropriate remedy — repair, replacement, or refund. Online marketplaces must remove non-compliant listings after being requested to do so by authorities.
Frequently asked questions
As a small retailer, do I have to designate my own responsible person?
What matters is that a responsible person in the EU exists for the product at all. If you buy from an EU manufacturer or EU importer, this role is usually already filled. It becomes critical with direct imports from third countries: then you must ensure a responsible person is designated — otherwise you may not offer the product.
Does the GPSR also apply to used products?
The regulation generally also covers used products supplied to consumers in the course of a commercial activity. Exceptions apply, for example, to products that must be repaired or reconditioned before reuse and are marked accordingly. The GPSR does not apply to purely private sales between consumers.
What are the consequences of missing GPSR information in an online shop?
Market surveillance can prohibit sales and order recalls; online marketplaces block non-compliant listings. In addition, member states provide for sanctions — in Germany, fines under product safety law. Cease-and-desist warnings from competitors for missing mandatory information are also possible.