What Is GPSR? EU General Product Safety Regulation Explained for Cross-Border Sellers
Updated 2026-08-17
GPSR stands for General Product Safety Regulation (EU Regulation 2023/988). It is the EU's overarching product safety law that applies to all consumer products placed on the EU market, filling gaps not covered by sector-specific legislation (like CE marking directives). Key requirements: (1) every consumer product must have an EU-based Responsible Person whose contact details appear on the product or packaging; (2) manufacturers must conduct a risk analysis and maintain technical documentation; (3) economic operators must have a product recall procedure and notify Safety Gate for unsafe products; (4) online marketplaces must cooperate with authorities and remove unsafe products. GPSR became enforceable on December 13, 2024, replacing the old General Product Safety Directive 2001/95/EC.
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Primary sources
This page is grounded in the primary materials below. Rules change, so open the source and confirm the current version before acting.
FAQ
How does GPSR differ from the old General Product Safety Directive?+
GPSR (Regulation 2023/988) strengthens the old Directive 2001/95/EC in several ways: (1) it is a regulation, not a directive — directly applicable in all member states without national transposition; (2) introduces the mandatory EU Responsible Person requirement for all consumer products; (3) explicitly covers online marketplaces and requires them to remove unsafe products and cooperate with authorities; (4) mandates product traceability (batch/serial numbers, manufacturer and Responsible Person details on product/packaging); (5) requires a formal product recall procedure and Safety Gate notification; (6) addresses new risks from connected products (IoT) and cybersecurity vulnerabilities.
Does GPSR apply to products sold on Shopify or my own DTC store?+
Yes. GPSR applies to all consumer products placed on the EU market, regardless of the sales channel. Whether you sell through Amazon, eBay, Shopify, your own DTC store, or any other channel, the GPSR requirements are the same: EU Responsible Person, product safety documentation, proper labelling and recall procedures. The only difference is that online marketplaces like Amazon have additional obligations to verify seller compliance and remove non-compliant listings, while DTC stores are responsible for self-certifying compliance.
What is the EU Responsible Person and how do I appoint one?+
The EU Responsible Person is a natural or legal person established in the EU who serves as the contact point for market surveillance authorities regarding product safety. They can be: (1) the manufacturer (if EU-based); (2) the importer; (3) an authorised representative mandated in writing by the manufacturer. Non-EU sellers typically appoint a compliance service provider as their authorised representative. The mandate must be in writing and specify the Responsible Person's tasks (receiving authority communications, maintaining safety documentation, cooperating on recalls). Their name, postal address and email must appear on the product, packaging, or an accompanying document.
Does GPSR apply to products sold before December 2024?+
GPSR became enforceable on December 13, 2024. From that date, ALL consumer products placed on the EU market must comply — including products that were already being sold before that date. Products that were placed on the market before December 13, 2024 under the old General Product Safety Directive (2001/95/EC) do not need to be retroactively relabelled, but any new stock placed on the market after that date must meet GPSR requirements. This means: (1) existing inventory in EU warehouses must have Responsible Person details on the product or packaging; (2) new shipments from non-EU sellers must include GPSR-compliant labelling; (3) online listings must show Responsible Person contact information. Amazon began enforcing GPSR compliance checks in November 2024 and has been progressively blocking non-compliant listings.
How much does it cost to appoint an EU Responsible Person?+
Fees for appointing an EU Responsible Person vary depending on the service provider and the number of products or SKUs. Typical annual fees range from €200–€500 for a single product category to €1,000–€3,000 for sellers with multiple product lines. Some compliance service providers charge per-SKU (€10–€50 per SKU per year). The Responsible Person service typically includes: receiving communications from market surveillance authorities, maintaining a copy of the product safety documentation, and cooperating on recall notifications. It does NOT include product testing or risk assessment — those are separate costs. Major providers include EU-based compliance consultancies, authorised representative services, and some Amazon-recommended service providers. Compare at least three providers before committing.
Continue checking
Amazon GPSR Compliance for Cross-Border Sellers: EU Responsible Person and Product Safety
Amazon requires GPSR compliance for products sold in the EU. Sellers must have an EU Responsible Person, ensure product safety, and provide documentation. Non-compliant listings are blocked from December 2024.
gpsr compliance checklist: Cross-Border Seller Guide
Guide for cross-border sellers on gpsr compliance checklist requirements in the EU.
CE Marking for Cross-Border Sellers: EU Product Safety Certification Guide
CE marking is mandatory for products sold in the EU that fall under specific directives (toys, electronics, medical devices, machinery, PPE). Non-EU sellers must ensure conformity assessment, technical documentation and EU Declaration of Conformity.