Why product safety rules changed across the EU
If your business makes, imports, distributes or sells physical products to EU consumers, the rules you must follow tightened at the end of 2024. The General Product Safety Regulation (GPSR), Regulation (EU) 2023/988, has applied since 13 December 2024 and replaces the old General Product Safety Directive. Because it is a regulation, it applies uniformly across the EU with no separate national implementation – and, importantly, with no transition period for products placed on the market after that date.
Who the rules apply to
The GPSR reaches every economic operator in the supply chain – manufacturers, importers, distributors and, for the first time in this depth, online marketplaces. It also applies to sellers based outside the EU whose offers target EU consumers. A central requirement is that no product may be placed on the EU market unless there is an EU-based responsible person accountable for its safety.
Risk assessment and technical documentation
Before placing a product on the market, manufacturers must carry out an internal risk analysis and prepare technical documentation describing the product and its safety-relevant characteristics. The GPSR expands what that assessment must consider: risks to vulnerable consumers such as children and the elderly, the product’s connectivity with other products, cybersecurity risks, and any evolving or learning functions – a direct nod to AI-enabled devices.
Labelling and traceability
Products must carry a type, batch or serial number, and the manufacturer’s name and postal and electronic address. Instructions and safety information must be provided in a language easily understood by consumers in each Member State where the product is sold. These traceability details let authorities act quickly when a safety issue emerges.
New duties for online marketplaces
Online marketplaces must register with the EU Safety Gate portal, designate a single point of contact for authorities and for consumers, and act on notices about dangerous products. This closes a long-standing gap where unsafe goods reached consumers through platforms with little accountability.
Practical example
A Swedish e-commerce company imports a connected home gadget from outside the EU. Under the GPSR it must ensure an EU-based responsible person is designated, that a risk analysis covering cybersecurity and connectivity exists, that the product carries the required identifiers and Swedish-language safety information, and that its listing on any marketplace meets the new transparency rules. Missing any of these can lead to enforcement, product withdrawal and reputational damage.
Common mistakes companies make
Many businesses assume the old directive still governs because the change was not widely publicised. Others overlook that there is no responsible person outside the EU – a non-EU manufacturer selling directly must appoint one inside the Union. A third common error is treating cybersecurity and software updates as outside product-safety law; under the GPSR they are squarely within it for connected products.
Recommended actions
Confirm your role in the supply chain and whether you need to appoint an EU responsible person. Review your risk assessments to include vulnerable users, connectivity and cybersecurity. Check labelling, identifiers and the availability of Swedish-language instructions. If you sell through marketplaces, verify the platform’s Safety Gate registration and your own listing compliance. Keep technical documentation ready for authorities.
Frequently asked questions
When did the GPSR start to apply?
It has applied since 13 December 2024, with no transition period for products placed on the market after that date.
Does the GPSR cover products sold only online?
Yes. It applies to distance and online sales targeting EU consumers, including sellers established outside the EU, and imposes specific duties on online marketplaces.
What is a responsible person?
An EU-based economic operator accountable for a product’s compliance and safety; no consumer product may be placed on the EU market without one.
Conclusion
The GPSR modernises EU product-safety law for an era of e-commerce and connected devices, and it applies now. Businesses that sell physical goods to EU consumers should confirm their responsible-person arrangements, refresh risk assessments and tighten traceability. Lawgent helps manufacturers, importers and online sellers assess GPSR obligations and put compliant processes in place. Reach out to make sure your products meet the new standard.
