The New EU General Product Safety Regulation (GPSR): What It Means for Your Business
The new EU General Product Safety Regulation (GPSR) (EU 2023/988) officially came into effect on December 13, 2024, replacing the outdated Product Safety Directive (2001/95/EC). This regulation introduces major changes aimed at strengthening product safety across the EU, particularly in the growing e-commerce sector. The goal is to improve the safety of non-food consumer products and provide greater protection for consumers against potential risks. The GPSR applies to manufacturers, importers, distributors, and exporters equally, establishing a harmonized framework for all economic operators in the supply chain.
Why Was the GPSR Introduced?
The need for reform became urgent due to increasing product safety violations. According to Safety Gate, the EU's rapid alert system for non-food consumer products, over 2,200 alerts were recorded in the first months of 2024 alone—a significant increase from previous years. About 31% of these alerts involved products sold online, including toys, clothing, and electronics, which frequently presented chemical hazards, strangulation risks, or fire dangers. The GPSR aims to address these issues by setting consistent safety standards across all distribution channels—whether online or offline.
Key Changes Introduced by the GPSR
1. New Definition of "Safe Product"
The GPSR closes existing regulatory gaps by expanding the criteria for assessing product safety. In addition to physical and chemical properties, the new definition includes:
- Cybersecurity aspects
- Product identification
- Warnings and usage instructions
- Disposal guidelines
2. EU-Based Responsible Person Requirement
To increase accountability, the GPSR requires businesses selling in the EU to appoint a responsible person based in the EU. This person acts as a direct point of contact for market surveillance authorities and consumers in case of safety issues. The Authorised Representative can act as Responsible Person when agreed in a mandate, for example, when you order our GPSR Certification.
What information is required?
- Name or company name of the responsible person
- Regular mail address
- Email address or telephone number
Where should it appear?
The details must be affixed to the product, packaging, or accompanying documents in a clearly visible and permanent form.
Who qualifies as a responsible person?
An importer, distributor, or EU-based authorised representative can act as the responsible person, taking over responsibility for product safety compliance.
3. Uniform Safety Standards for Online and Offline Sales
Products sold online must meet the same safety standards as those sold in brick-and-mortar stores. This includes providing clear safety warnings, instructions for use, and product identification.
Obligations for E-Commerce Platforms:
- Trader verification: Platforms must ensure that traders comply with regulatory requirements.
- Product monitoring: Platforms are required to check products regularly and remove non-compliant items.
- Safety Gate Registration: Platforms must register with the Safety Gate portal and respond quickly to product recalls.
- Extended liability: Platforms that act as brokers are liable unless they can prove compliance with monitoring obligations.
4. Clear Obligations for Economic Operators
The GPSR defines specific responsibilities for manufacturers, importers, and distributors, including:
- Proper storage: Products must be stored under safe conditions, with documentation to prove compliance.
- Information sharing: Businesses must provide technical documentation and safety evidence upon request from authorities.
- Notification duty: Any safety deficiencies must be reported immediately to market authorities, with appropriate corrective actions.
How EaseCert Can Help You Meet GPSR Requirements
Our services include risk assessment to identify and mitigate safety hazards, GPSR product certification, and compliance with EU labeling requirements. We manage traceability and documentation, act as your authorised representative, and assist with the EU Safety Gate registration for online sellers. Here's what we provide for you:
1. Risk Assessment
We conduct a thorough risk analysis to identify potential safety hazards associated with your product. Our experts provide detailed mitigation strategies to ensure compliance with the General Product Safety Regulation.
2. Product Certification
We guide you through the GPSR certification process, ensuring your product meets all EU safety and compliance requirements. This includes conformity assessments, necessary documentation, and expert guidance on regulatory obligations.
3. Product Labelling
We verify that your product labeling aligns with EU requirements, including proper safety warnings, usage instructions, and compliance markings. This ensures clarity for consumers and adherence to regulatory standards.
4. Traceability and Documentation
We create, review, and store the required compliance documentation for market surveillance. This includes technical files, declarations of conformity, and record-keeping to demonstrate product safety over time.
5. EU Authorised Representative
For businesses outside the EU, we act as your legally required authorised representative. This ensures compliance with GPSR regulations and provides a point of contact for EU authorities regarding product safety.
6. Safety Gate Registration
If you operate an online marketplace (for example a Shopify store) and sell to the EU, you are legally required to register with the Safety Gate - Online Marketplace Registration Module. We can assist in registering your business with the EU Safety Gate Portal and ensure compliance with online marketplace regulations.
7. One-Time Fee
Unlike other service providers, EaseCert charges a one-time fee for all GPSR certification and EU Authorised Representative services. Once certified, we remain your EU Representative for as long as your product is on the market - no annual renewals, no hidden fees.
The Business Opportunity
While compliance with the GPSR presents challenges, it also offers significant opportunities. Meeting the new requirements strengthens consumer trust, enhances your brand's reputation, and increases competitiveness in the EU market. By ensuring product safety, businesses can avoid legal risks, costly recalls, and financial penalties—protecting both revenue and market position in the long term.
EaseCert makes GPSR compliance simple and cost-effective. Contact us today to learn how we can help your business succeed in the EU market.
Ensure Your Compliance & Maintain EU Market Access
Appoint an EU Responsible Person for GPSR compliance. Meet all legal requirements, secure your EU market access, and avoid regulatory penalties. Download our GPSR checklist for a step-by-step guide to ensure your products meet EU safety, labeling, and documentation requirements, helping you stay compliant and successfully navigate the EU market. Don’t risk non-compliance. Partner with EaseCert as your EU Authorized Representative.
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