Everything you need to know about the EU General Product Safety Regulation — who it applies to, what is required, and how to comply across every marketplace.
The General Product Safety Regulation (EU) 2023/988, known as GPSR, is the EU's updated framework for ensuring all consumer products sold within the European Union are safe. It replaced the older General Product Safety Directive (GPSD) and became fully applicable on December 13, 2024.
GPSR matters to marketplace sellers because it explicitly covers products sold online for the first time. If you sell physical consumer products to EU customers through any marketplace — Amazon, Allegro, Kaufland, eBay, bol.com, Zalando, or others — you must comply with GPSR requirements regardless of where your business is based.
The regulation introduces new obligations around product traceability, information that must appear on product listings, incident reporting, and the designation of EU Responsible Persons for non-EU sellers. Marketplaces themselves now have legal obligations to verify compliance and remove non-compliant listings.
GPSR places the burden on economic operators (manufacturers, importers, distributors) to ensure products are safe before they reach consumers. Marketplace sellers are considered economic operators.
A single regulation replaces the patchwork of national transpositions of the old GPSD. The rules are identical across all 27 EU member states plus EEA countries.
For the first time, online marketplaces have explicit obligations under product safety law. They must cooperate with authorities, remove unsafe products, and verify seller compliance information.
GPSR introduces standardized product recall procedures, mandatory recall notifications to consumers, and requirements for marketplace platforms to notify buyers of recalled products.
Every product must carry identifiers enabling full supply chain traceability. Digital means of traceability (QR codes, data carriers) are explicitly recognized.
Member states set penalties individually but GPSR requires they be "effective, proportionate, and dissuasive." Fines can reach EUR 10 million or 4% of turnover in some countries.
GPSR applies to all "economic operators" involved in placing consumer products on the EU market. This includes:
The key takeaway: if you sell consumer products to EU customers, GPSR almost certainly applies to you. The only product categories exempt are those covered by sector-specific EU legislation (pharmaceuticals, food, medical devices, etc.) where equivalent safety frameworks already exist.
The General Product Safety Regulation applies to all non-food consumer products placed on the EU market. It covers physical goods sold to consumers, including products sold online through marketplaces. Exemptions exist for medicinal products, food, feed, and certain regulated categories with their own safety frameworks.
You may be classified as a manufacturer, importer, distributor, or fulfilment service provider. Each role carries specific obligations. If you are a non-EU seller using a marketplace to sell directly to EU consumers, you are considered an importer and must designate an EU-based responsible person.
Non-EU manufacturers and sellers must designate an Authorized Representative or Responsible Person based in the EU. This person is responsible for holding technical documentation, cooperating with market surveillance authorities, and taking corrective action if safety issues arise.
Create and maintain a technical file for each product that includes a general description, risk assessments, safety test reports, instructions for use, and traceability information. This documentation must be available to authorities upon request for up to 10 years.
Every product listing must display: the manufacturer's name, postal address, and email; the EU Responsible Person's name and contact details (if applicable); product identification (type, batch, serial number, or other identifier); and any relevant safety warnings.
Ensure your products carry an identifier (barcode, batch number, serial number) that allows tracing back through the supply chain. Maintain records of all suppliers and business customers for at least 6 years.
Establish internal procedures for handling product safety incidents. You must notify the relevant national authority via the Safety Gate (formerly RAPEX) system within 24 hours of identifying a serious risk.
Each marketplace (Amazon, Allegro, Kaufland, eBay, etc.) may implement GPSR requirements differently. Check the seller portals for specific field requirements, deadlines, and submission formats for GPSR data.
| Marketplace | Status | Details |
|---|---|---|
| Amazon | Enforcing since December 2024 | Requires GPSR data in Product Compliance portal. Listings without valid manufacturer and EU Responsible Person info face suppression. |
| Allegro | Enforcing since Q1 2025 | GPSR fields available in listing editor. Allegro provides a bulk upload tool for adding compliance data to existing listings. |
| Kaufland | Enforcing since January 2025 | Requires manufacturer details and EU Responsible Person in product data feed. Bulk update via CSV is supported. |
| eBay | Enforcing since mid-2025 | GPSR information must be added via the item specifics section. eBay provides compliance dashboards for sellers to track status. |
| bol.com | Enforcing since Q1 2025 | Requires Product Safety information including manufacturer and EU Responsible Person details in the product data. |
| Zalando | Enforcing since December 2024 | Brand partners must submit GPSR data during onboarding. Existing partners had a transition period through Q1 2025. |
Marketplace enforcement timelines and requirements may change. Last verified March 2026.
Managing GPSR data across multiple marketplaces is time-consuming when done manually. Each platform has different fields, formats, and submission processes. Marqetir centralizes this workflow.
Enter your manufacturer and EU Responsible Person details once. Marqetir formats and pushes them to every connected marketplace.
Update GPSR information across hundreds or thousands of listings simultaneously instead of editing each one manually.
Each marketplace expects GPSR data in different formats and fields. Marqetir handles the mapping automatically.
Track which products have complete GPSR data and which still need attention with a centralized compliance dashboard.
Safety warnings and usage instructions are translated into the language required by each marketplace and member state.
When you update compliance data in Marqetir, changes propagate to all connected marketplaces automatically.
Manage GPSR data centrally and push compliance information to 12+ EU marketplaces in one click. Free 7-day trial.
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