The GPSR — Regulation (EU) 2023/988 on general product safety — is the baseline regulation requiring that consumer products placed on the market in the European Union are safe. It became applicable on 13 December 2024 and replaces the former General Product Safety Directive. Its impact goes beyond legal compliance: it changes practical obligations for manufacturers, importers, distributors and online platforms. If you sell or import consumer products into the EU, this regulation affects you — even if your product already carries CE marking.
What is the GPSR exactly?
The GPSR (General Product Safety Regulation) is the horizontal safety framework for consumer products in the EU. It establishes that any product intended for consumers must be safe and that this safety must be demonstrable.
What changes compared to the previous directive is not just the date or the name. Regulation (EU) 2023/988 updates and tightens several practical obligations:
- More demanding traceability: manufacturers must be clearly identified on the product or its packaging. Importers must also be identified when the manufacturer is based outside the EU.
- Mandatory safety information: instructions, warnings and use restrictions must be available in the language of the country of sale.
- Incident notification: economic operators must notify accidents and risks to national authorities more promptly.
- Obligations for online platforms: marketplaces have an explicit operational role, with concrete obligations to verify and remove unsafe products.
Who should read this article
- Manufacturers outside the EU selling consumer products on the European market.
- Importers and distributors introducing third-party products into the EU.
- Marketplace sellers (Amazon, eBay, Bol.com, Etsy, Cdiscount, etc.) who need to understand whether their documentation is in order before receiving a block or request.
- Compliance and quality managers overseeing conformity across a product portfolio.
If your product already carries CE marking, keep reading: the GPSR may impose additional obligations that go beyond the marking itself.
When does the GPSR apply — and when does it not?
When it applies
The GPSR applies to new, used, repaired or reconditioned products placed on the EU market that are intended for consumers, or where it is reasonably foreseeable that consumers will use them.
It also applies when:
- The product is covered by specific sector legislation, but that legislation does not address all possible risks. In that case, the GPSR acts as a complement.
- The product is sold online to consumers in the EU, regardless of where the seller is established.
When it does not apply directly
- Food, feed and related products (covered by their own regulation).
- Medicinal products and medical devices (regulated by specific legislation).
- Living plants and animals, and other products expressly excluded under Article 2 of the regulation.
- Products exclusively for professional use, provided they cannot reasonably reach consumers.
Important note: if your product carries CE marking — for example, under the Low Voltage Directive, the Toys Directive or the Radio Equipment Regulation — you are not automatically excluded from the GPSR. The relationship between both frameworks depends on whether the specific legislation covers all relevant risks. When in doubt, the analysis must be carried out product by product.
The GPSR and CE marking: how they relate
It is a common mistake to assume that having CE marking means complying with the GPSR. They are different frameworks with different logic.
| CE Marking | GPSR | |
|---|---|---|
| Legal basis | Sector-specific directives / regulations | Regulation (EU) 2023/988 |
| What it demonstrates | Conformity with specific technical and safety requirements | That the product is safe in general terms |
| Scope | Only products subject to CE marking legislation | Consumer products not expressly excluded |
| Key documentation | EU Declaration of Conformity + technical file | Traceability, instructions, operator identification |
A product can carry CE marking and still not comply with all GPSR requirements, particularly regarding manufacturer identification, consumer information or batch traceability.
What information, documents and data you need to have
Beyond your product's technical file, the GPSR requires that certain data is available in a visible and accessible way. Here is the essential checklist:
Manufacturer or importer identification
- Name and postal address of the manufacturer on the product or packaging.
- If the manufacturer is outside the EU, the importer or EU authorised representative must also appear on the product.
- A single point of contact for communications related to product safety.
Safety information
- Instructions for use, warnings and restrictions in the official language of the country of sale.
- Clear indication of risks where relevant to the intended use.
Traceability
- Type, batch, series or model number reference that allows the product to be identified.
- If the product format does not allow all information to be included, it may be transferred to the packaging or accompanying documentation.
For online sales
- The product listing must include traceability information, manufacturer/importer identification and relevant safety warnings before the purchase is completed.
If you are unsure whether your current documentation meets these requirements, a compliance review can help you identify the weak points before a market authority does.
How to comply with the GPSR: step by step
There is no single universal procedure, as the level of documentation required depends on the product, its risk category, the sales channel and the economic operator. That said, the typical process follows this logic:
Determine your role in the supply chain
Are you a manufacturer, importer, distributor or marketplace seller? Each role carries different obligations. The manufacturer bears primary responsibility; the importer takes on responsibilities when the manufacturer is outside the EU.
Identify whether your product is covered by specific legislation
If your product carries CE marking or is subject to a sector directive, assess whether that legislation covers all relevant risks. If not, the GPSR applies as a complement.
Review labelling and identification
Check that the product or its packaging includes the required identification information: manufacturer, importer where applicable, and traceability reference.
Verify safety information
Instructions, warnings and restrictions must be in the language of the destination market. If you sell in multiple EU countries, this multiplies per language.
Check the online listing if you sell on marketplaces
The listing must reflect the minimum identification and safety information before the consumer completes the purchase. Amazon, eBay and other platforms are already actively requiring this information.
Establish an incident notification procedure
You must have an internal process to detect and report accidents or risks to national authorities if required.
How the GPSR affects Amazon, Etsy, eBay and other marketplaces
The GPSR introduces direct obligations for providers of information society services — that is, marketplaces — that go beyond what platforms had previously required on a voluntary basis.
From the seller's perspective, this has practical consequences:
- Platforms may require that the listing includes traceability information, manufacturer identification or safety warnings before the offer is published.
- Amazon has updated its EU compliance requirements to reflect the GPSR obligations. If your product does not comply, the listing may be removed or the account suspended.
- If you are a manufacturer outside the EU selling directly on marketplaces to European consumers, the GPSR may require you to designate an EU Authorised Representative as a point of contact for the authorities.
This is not just an Amazon problem. Any platform operating in the EU is subject to the same obligations.
Common mistakes that block sales or imports
These are the mistakes we find most often when reviewing files for products that are already — or want to be — on the European market:
1.Assuming CE marking covers everything
CE marking does not exempt you from the GPSR's traceability, labelling and identification obligations. They are complementary layers, not mutually exclusive.
2.Label with no EU importer name
If the manufacturer is outside the EU, the importer must appear on the product or packaging. Many products reach customs or marketplaces without this information and are blocked or delisted.
3.Instructions in English for non-English-speaking markets
Instructions and warnings must be in the official language of the country of sale. A product sold in France, Spain or Germany without instructions in the local language does not meet this requirement.
4.Marketplace listing with no traceability information
The online listing must include type, batch or model reference, manufacturer identification and relevant warnings. If this is not in the listing at the time of purchase, there is non-compliance.
5.Unclear who the 'responsible operator' in the EU is
If you sell from outside the EU and have neither a designated importer nor an authorised representative, there is a regulatory gap that can block you at customs or on the platform.
6.Outdated or inconsistent documentation
The technical file, instructions, labelling and listing must be consistent with each other. When there are contradictions — different versions of the instructions or different manufacturer data depending on the channel — the risk of an incident increases.
Frequently asked questions about the GPSR
If you are planning to sell in the EU and want to review labelling, traceability, responsible operator and documentation before your product runs into issues, request a compliance assessment with our team. We work with manufacturers, importers and sellers who need to put their regulatory situation in order before losing sales or receiving a block.
Request a compliance assessmentWhat to remember before selling in Europe
The GPSR has applied since 13 December 2024
It replaces the former General Product Safety Directive and is directly applicable across the EU without requiring national transposition.
CE marking does not mean GPSR compliance
They are complementary frameworks. CE marking covers specific technical requirements; the GPSR adds traceability, labelling and operator identification obligations.
Your name must appear on the product
If you are a manufacturer outside the EU, the importer or EU authorised representative must be stated on the product or its packaging.
Instructions must be in the language of the country of sale
English alone is not sufficient. Each market requires instructions and warnings in its official language.
Your online listing is also part of compliance
Traceability and safety information must be visible before the consumer completes the purchase.
If you have no EU presence, you need a point of contact
Without a designated importer or authorised representative, there is a regulatory gap that can block you at customs or on platforms.
Official sources
Author
Written by Juan Manuel Beltrán, Founder & Product Compliance Consultant at Conformity Point. Specialist in consumer product conformity for the European market, helping manufacturers, importers and brands sell consumer products in Europe.
Published: 12/03/2026