EU Product Safety Regulation 2025: Interactive EU RP Guide

Overview of the New EU Product Safety Regulation

Understanding the GPSR 2025

The EU Product Safety Regulation 2025—often referred to as the General Product Safety Regulation (GPSR)—represents a transformative shift in how consumer product safety is mandated and enforced across the European Union. Replacing the earlier General Product Safety Directive (GPSD), the new regulation is directly applicable across all Member States from its enforcement date, requiring no transposition into national legislation. Therefore, all economic operators involved in placing non-food consumer products on the EU market must align with its stringent requirements as of 13 December 2024.

Unlike the GPSD, which was implemented over two decades ago, the EU Product Safety Regulation 2025 addresses modern supply chain challenges, particularly the rise of cross-border ecommerce. It imposes obligations not only on traditional manufacturers and importers but also on fulfilment service providers, digital platforms, and online marketplaces. Under GPSR 2025, the presence of a designated EU Responsible Person (EU RP) for non-food consumer products is no longer optional for third-country sellers; it is mandatory.

With the enforcement of this regulation, the European Commission is placing an increased emphasis on traceability, effective recalls, product labelling, digital compliance provisions, and ensuring that consumers are adequately informed and protected, especially during the ecommerce purchase journey. Businesses must prepare now to avoid penalties, market bans, and reputational damage.

Does Your Business Need an EU Responsible Person?

Business Categories Affected by GPSR

If your company is involved in placing consumer products on the EU market and is located outside the European Union, the EU Product Safety Regulation 2025 mandates that you appoint an EU Responsible Person. This requirement specifically targets manufacturers based in third countries—including the United Kingdom post-Brexit—as well as sellers operating through online marketplaces, dropshipping models, or via international ecommerce platforms like Amazon and Shopify.

An EU Responsible Person acts as the in-market representative who ensures that the product complies with relevant safety regulations and technical requirements. However, the obligation does not fall solely on non-EU manufacturers. Fulfilment service providers based in the EU may also need to undertake EU RP duties if no other entity has assumed the role. Thus, any economic operator that imports, distributes, or stores goods prior to delivery to consumers must assess whether GPSR 2025 binds them.

Importantly, the new regulation expands definitions. Operators who previously did not consider themselves manufacturers or importers—such as those repackaging goods, branding them under their name, or making substantial product modifications—may now fall within the GPSR’s legal scope. Ignorance of this change is no defence under EU law.

“With the introduction of GPSR 2025, the legal fiction that ecommerce sellers could bypass regulatory responsibility is over.” — Compliance Specialist, Berlin

Key Roles of an EU Authorised Representative

An EU Authorised Representative (EU RP) plays a critical role under the EU Product Safety Regulation 2025. Appointed in writing by non-EU manufacturers, the EU RP takes on a suite of legal and operational responsibilities designed to protect consumers and uphold safety standards. These responsibilities include maintaining the Declaration of Conformity, documentation required for market surveillance, and providing this data to national authorities upon request.

The EU RP must also keep technical documentation up to date for 10 years following the last unit placed on the market. They may coordinate with national surveillance authorities in cases of product withdrawal, recall, or when corrective actions are necessary. Additionally, the EU RP’s name and contact details must appear on the product packaging or accompanying documentation, ensuring consumers and enforcement authorities can identify a liable party within the EU jurisdiction.

From an ecommerce standpoint, the EU RP enables sellers to lawfully reach EU consumers. Without one, platforms like Amazon may disable listings or block seller accounts entirely. For these reasons, appointing a competent and responsive EU RP is a foundational pillar in your GPSR 2025 compliance strategy.

What Happens if You Don’t Appoint an EU RP?

Failing to appoint an EU RP under the EU Product Safety Regulation 2025 can lead to severe consequences. The product may be considered non-compliant and subsequently barred from entering the EU market. Customs authorities now have stronger powers to detain or destroy imports that do not meet safety requirements or fail to provide contact information for an EU representative.

Furthermore, non-compliance poses a substantial risk to consumer safety. If a product causes harm, manufacturers and sellers may face legal liability, recalls, or class-action lawsuits. Beyond regulatory penalties, ecommerce platforms such as Amazon and eBay actively monitor GPSR compliance. Sellers that fail to fulfil the EU authorisation requirement risk banishment from these platforms.

Ultimately, the reputational cost and potential loss of market access make non-compliance far more expensive than aligning with the GPSR 2025 mandate. It is crucial to treat EU RP appointment as an essential part of your go-to-market roadmap.

Documentation and Labelling Requirements

The GPSR 2025 introduces robust documentation and labelling mandates for virtually all consumer goods. Under the new rules, economic operators must ensure that each product is accompanied by essential compliance documentation, including technical files and declarations of conformity specific to EU standards. All documentation must be readily accessible and auditable by EU authorities.

Product labelling must now contain the name and contact information of the EU RP, as well as clear instructions and safety information in the language of the country where the product is sold. This multilingual requirement ensures consumers can properly understand and use the product without unnecessary risks. Additionally, QR codes or digital labelling are permissible under the Digital Product Passport initiative, which continues to integrate with GPSR enforcement mechanisms.

Failure to display compliant labelling may result in goods being stopped at EU borders or seized during inspections. Therefore, investing in an audit of all packaging and labelling materials is essential to meet the GPSR 2025 compliance deadline.

Checklist: How to Ensure GPSR Compliance

Ensuring compliance with the EU Product Safety Regulation 2025 requires a methodical, strategic approach. Here is a step-by-step checklist to guide your team:

• Determine if your products fall under non-food consumer goods subject to GPSR.
• Identify your role (manufacturer, importer, distributor, fulfilment service provider).
• Appoint a registered EU Responsible Person with documented agreement.
• Ensure technical documentation and conformity assessments are complete and up to date.
• Use compliant, multilingual labelling including EU RP contact details.
• Develop a risk assessment and recall procedure strategy.
• Integrate labelling and digital compliance tools such as QR codes.
• Train relevant staff in GPSR 2025 protocols and responsibilities.
• Learn more about EU Product Safety & Compliance

Amazon, Shopify, and Marketplace Compliance Guide

Major ecommerce platforms have already updated their policies in anticipation of the EU Product Safety Regulation 2025. Amazon, for example, now requires sellers to provide proof of an appointed EU RP for specific product categories. Sellers without valid EU RP documentation may find their listings removed or suspended.

Shopify and other platforms enable direct-to-consumer sales, but they do not absolve sellers from legal responsibilities. Consequently, DTC brands using these platforms must still adhere fully to GPSR obligations—including product traceability, notification, and recall capabilities.

These platforms do offer limited support through their compliance dashboards, but sellers must proactively obtain and verify their own EU RP contact reference. Given the liability exposures, neglecting GPSR compliance when navigating marketplaces is ill-advised and increasingly perilous. Comprehensive GPSR compliance guide

How Global Ecommerce Brands Can Adapt

Adapting to the EU Product Safety Regulation 2025 demands cross-functional collaboration. Legal, compliance, product development, and customer service teams must be aligned. Global brands should begin with a comprehensive mapping of their EU product portfolio to determine which items are affected. Next, secure an experienced EU RP either in-house or via external providers with a proven track record.

Technology can play a vital role. Digital twins, product lifecycle management (PLM) systems, and cloud-based technical documentation repositories streamline compliance-driven data collection. Multilingual labelling software and API-driven compliance distribution workflows can further enhance operational efficiency.

Well-prepared brands will also conduct mock recalls, engage early with market surveillance authorities, and create GPSR-compliant returns policies. View GPSR not as a regulatory hurdle but as a springboard to consumer trust and brand equity. Read a related article

Top Myths About the 2025 Regulation

There are numerous misconceptions surrounding the GPSR 2025. The most common myth is that digital-only sellers are exempt. In truth, any seller who offers a product to EU consumers—even via dropshipping or third-party logistics—is subject to this regulation.

Another false belief is that existing CE marking is sufficient for GPSR compliance. While CE marking confirms conformity with specific directives, it does not guarantee full alignment with the GPSR’s recall, traceability, and consumer communication mandates.

The final myth is that the regulation only applies to toys, electronics, or high-risk items. In reality, it covers all non-food consumer products—from fashion to stationery to fitness gear. Understanding what the GPSR does—and does not—cover is essential to avoid fines and disruption.

How Eldris.ai Helps with EU RP Appointments

At Eldris.ai, we provide intelligent solutions purpose-built to streamline EU RP appointment and management. Our proprietary compliance assistant matches sellers with pre-vetted Responsible Persons across EU Member States. We also help generate the necessary documentation, monitor regulatory changes, and automate conformity file management through secured cloud storage ecosystems.

If you are looking for an all-in-one partner to manage your EU Product Safety Regulation 2025 obligations—from label audits to real-time alerts—Eldris.ai delivers compliance with clarity, transparency, and operational efficiency.

Get Ready: Your 2025 Product Safety Compliance Action Plan

Your action plan for GPSR 2025 should begin immediately. Here’s how leading brands are getting ahead:

• Kick off internal audits and stakeholder education campaigns.
• Assign GPSR project leads within your compliance and legal departments.
• Clarify product definitions and market channels that fall under GPSR purview.
• Select a trusted EU RP with capacity and regulatory competence.
• Digitalise all technical documentation with verified access controls.
• Revise contract templates to reflect GPSR obligations for partners and logistics suppliers.
• Engage national market surveillance authorities in advance to align expectations.

Conclusion: Your Path to Seamless EU Market Entry

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