GPSR in Online Sales: Which Information Must Be Visible on the Product Page?

The most visible impact of GPSR shows up on online product pages. For years brands treated the product page as a marketing surface; with GPSR that page is now also a compliance surface. Looking good is no longer enough — required information must be visible, accurate and accessible.

Article 19: The Minimum Information Set for Distance Selling

According to BMUV and EU Commission guidance, Article 19 of GPSR requires the following information to be visible to the consumer on every distance-sale offer (online, phone, mail order, etc.):

• Manufacturer's name or trade name,
• Postal address,
• Electronic contact (email),
• If the manufacturer is non-EU: Responsible Person contact details,
• Product identifiers (model / batch / serial),
• Product image,
• Applicable warnings and safety information.

The Product Page Is No Longer Just a Sales Page

Marketplace product pages are designed for aesthetics and conversion. GPSR overlays an additional set of duties: transparency and traceability. The consumer must be able to identify who placed the product on the market, whom to contact if needed and which safety warnings apply.

Required information cannot be hidden in collapsed tabs, restricted to a PDF or sent only after purchase. Official guidance is explicit that information must be “available and accessible at the offer stage”. Images, descriptions and safety warnings must be consistent.

Implications for Marketplaces and Sellers

GPSR affects not only manufacturers but also online marketplaces directly. Marketplaces must:

• Provide an interface where sellers can input the required information,
• Display this information clearly to consumers,
• Operate a central contact point for authorities and consumers,
• Remove or warn-flag listings rapidly once authorities identify a dangerous product.

Once an authority instruction is issued, action is fast: a listing can be delisted, access can be blocked, or a warning can be displayed within very short timeframes. Brands selling online must therefore build GPSR compliance both on the product itself and on the product page. Our required documents page details what information must appear where.