What is GPSR? The New Era for Brands Selling into the EU after 13 December 2024

As of 13 December 2024, a new era began in the EU for general product safety. From that date onward, the General Product Safety Regulation (EU) 2023/988, or GPSR, replaced the former General Product Safety Directive. GPSR is not a directive but a directly applicable EU regulation. For brands placing products on the EU market, compliance is therefore not a theoretical topic; it is a practical market-entry condition.

This article was prepared by eugpsr.de to help brands exporting to the EU understand GPSR obligations in a practical and structured way. eugpsr.de supports companies with Responsible Person services, documentation preparation, labeling and warning reviews, traceability assessments, and the systematic management of the compliance process.

Why Does GPSR Matter?

The most important change introduced by GPSR is that product safety is no longer treated as an issue limited to traditional retail shelves. The regulation can cover products sold in physical stores, products offered through e-commerce, and in some cases refurbished or second-hand items. The European Commission describes the new framework as more robust and modern, particularly for online sales, products from third countries, and new technology categories.

This change means brands now have to think not only about the physical safety of the product, but also about traceability, visible product information and the ability to communicate quickly with market surveillance authorities. The question is no longer only “is the product dangerous?” but also “who owns the product, who is responsible inside the EU, how is the product described in the online listing?”

Which Products Are Covered, Which Are Not?

GPSR covers a broad range of consumer products: apparel and textiles, furniture, home décor, accessories, toys, children’s products, cosmetics, small appliances, consumer electronics, sports gear, garden items, and many other categories. Second-hand, repaired and refurbished goods — when re-placed on the market — are not excluded either.

However, medicinal products, food and feed, live animals, certain means of transport, plant protection products and antiques are outside the scope. In addition, if a product is already covered by specific EU safety legislation (such as the Toys Directive 2009/48/EC or Cosmetics Regulation 1223/2009), that specific legislation takes priority. Even so, certain GPSR provisions may still apply in a complementary manner.

This is why saying “my product is already covered by another regulation” is not always a complete answer. Especially when it comes to online sales, recall procedures, cooperation with authorities and economic operator responsibilities, GPSR needs to be assessed separately. Our required documents page walks through these in detail.

What This Means for Exporters

For brands exporting into the EU, GPSR requires the label, product page, technical file, warnings, traceability information and responsible economic operator setup to be addressed together. Compliance is not just a matter of a single test report or adding a line of information to a website.

In practical terms, a brand manufacturing outside the European Union (EU) needs to have the following five areas in place at the same time:

• Responsible Person appointment (Article 16): an entity established in the EU must be formally designated as the point of contact for market surveillance authorities.
• Technical file: documents describing the design, manufacturing and safety testing of the product, kept accessible for 10 years.
• Risk assessment: documented evaluation of the conditions of use, target user group and foreseeable/extreme use scenarios.
• Labels and warnings: the manufacturer’s name and address plus the Responsible Person’s details, along with any required warnings, must appear on the product and in the online listing.
• Product and batch traceability: a record system capable of reaching all units in a given batch if an issue is identified.

In short, GPSR is not a background legal text for brands selling into the EU. It is a new framework at the center of the sales strategy, product development process and e-commerce infrastructure. Every brand planning to enter or stay in the EU market after 13 December 2024 must apply this framework in concrete terms.

What This Means for Non-EU Sellers Specifically

For a non-EU brand selling into the EU, the practical conclusion is clear: you must appoint a Responsible Person established in the European Union (EU). On your behalf, this party will:

• Verify that the technical file is kept up to date,
• Respond to market surveillance authorities within 10 working days,
• Handle Safety Gate notifications if a risk is identified,
• Appear on product labels and online listings with their name and address.

This setup can be managed through your own EU entity if you have one, or through a compliance services partner. For SMEs and smaller Amazon/Etsy sellers, the second route is typically the more cost-efficient option.

Frequently Asked Questions

How is GPSR different from the previous directive?

The old Directive 2001/95/EC required each Member State to transpose it into national law. GPSR is a regulation and therefore applies simultaneously and uniformly across 27 Member States. It also introduces new areas such as online sales, marketplace responsibility, the Responsible Person role and Safety Gate notifications.

I only sell a few products on Amazon — do I still need a Responsible Person?

Yes. Regardless of product count, every non-EU manufacturer needs a Responsible Person. Amazon’s “Responsible Person” listing field is built on top of this requirement.

I already have CE marking — am I automatically compliant with GPSR?

CE marking indicates that a product meets specific technical standards. GPSR regulates independent topics such as market surveillance, traceability, the Responsible Person and post-market obligations. These are two different layers; having CE does not automatically imply GPSR compliance.

I sell B2B only — does this affect me?

GPSR primarily targets products intended for the end consumer. However, if your product ends up reaching an EU consumer through the sales chain, your distributor will require GPSR compliance. In practice, B2B exporters also have to meet the requirements.