GPSR Compliance for EU Online Stores
The General Product Safety Regulation replaced the old GPSD in December 2024. Here's what every EU ecommerce store must do — and how to check compliance in 2 minutes.
Overview
What is GPSR?
The General Product Safety Regulation (EU) 2023/988 is the EU's core product safety law, in force since December 13, 2024. It replaces the General Product Safety Directive (GPSD, 2001/95/EC) and introduces significantly stronger requirements — particularly for online sellers.
The most important change for ecommerce: online stores and marketplaces are now explicitly covered. If you sell physical products to EU consumers — whether you're based in Berlin or Bangkok — GPSR applies to you.
In force since
Dec 13, 2024
Replaces
GPSD 2001/95/EC
Applies to
All consumer products
Covers
Online + offline sales
Scope
Who must comply with GPSR?
GPSR covers the entire supply chain. Each actor has specific obligations:
Manufacturers
Must ensure products are safe, provide complete information, and maintain technical documentation. Manufacturers outside the EU must appoint an EU-based responsible person.
EU Importers
If the manufacturer is based outside the EU, the importer's name, address, and contact details must be visible on the product or website. Importers share compliance responsibility.
Online stores & distributors
Must not sell products they know or should know are unsafe. Must display required product information, have a consumer contact channel, and cooperate with market surveillance authorities.
Online marketplaces
Amazon, eBay, and similar platforms must verify seller compliance, remove non-compliant listings, and cooperate with product recalls. This is a major new obligation under GPSR.
Requirements
The 8-point GPSR checklist
Use this checklist to audit your store. Items marked as critical are most commonly cited in enforcement actions.
1. Manufacturer information
High priorityName, registered trade address, and electronic contact details (email or contact form) of the manufacturer must be clearly visible — either on product pages, a dedicated page, or in the footer.
2. Product identification
High priorityEach physical product must have a visible identifier: model number, batch number, serial number, or equivalent that allows traceability.
3. EU importer information
High priorityIf the manufacturer is based outside the EU, the name and address of the EU importer or authorised representative must also be visible. This is a common gap for dropshippers.
4. Safety warnings and instructions
All required safety information, warnings, and usage instructions must be available in the official language(s) of the EU member state(s) you sell to.
5. Customer contact channel
Consumers must be able to report product safety concerns. A visible email address or contact form is sufficient — but it must be easy to find.
6. Legal pages
Privacy policy, terms and conditions, and cookie policy are required both by GPSR and by other EU regulations (GDPR, eCommerce Directive). All must be accurate and accessible.
7. Cookie consent
Non-essential cookies (analytics, advertising) require prior, informed, and freely given consent. Pre-ticked boxes and bundled consent are not compliant.
8. Recall and withdrawal procedure
You must have a documented internal process for withdrawing or recalling unsafe products. Marketplaces are also required to cooperate with recall requests from authorities.
Enforcement
GPSR penalties by country
Each EU member state sets its own fines. The regulation requires penalties to be "effective, proportionate and dissuasive" — enforcement has already begun across the bloc.
🇩🇪
€100,000
Germany
per violation
🇫🇷
€30,000
France
+ possible store closure
🇳🇱
€22,500
Netherlands
per violation
🇪🇸
€600,000
Spain
very serious infringements
Compliance check
How to audit your store
There are two approaches: manual review (thorough but slow) and automated scanning (fast, good for a first pass).
01
Audit product pages
Check every product page for manufacturer info, product identifiers, and safety warnings. For large stores, start with your highest-traffic products.
02
Check legal pages
Verify your privacy policy, T&Cs, and cookie notice are accurate, accessible from any page, and reflect current EU requirements.
03
Test contact channels
Make sure customers can find and use your contact details. Try submitting a test enquiry. Hidden or broken contact forms are a common violation.
FAQ
Frequently asked questions
Does GPSR apply to my online store?
Yes. If you sell physical products to EU consumers, GPSR applies — regardless of where your business is incorporated. Whether you're in Germany, the US, or China, you must comply if you target EU buyers.
What information must appear on my product pages?
At minimum: manufacturer name and postal address, electronic contact details, a product identifier (model or batch number), and any required safety warnings in the buyer's language.
What are the GPSR penalties?
Penalties are set by individual member states. Germany allows fines up to €100,000 per violation; France up to €30,000 plus possible closure. The regulation requires penalties to be "effective, proportionate and dissuasive".
What's the difference between GPSR and GPSD?
GPSR (2023/988) replaces the old GPSD (2001/95/EC) from December 13, 2024. Key differences: explicit coverage of online sales and marketplaces, stricter documentation, and higher penalties. If you were compliant with GPSD, you likely need to update your store.
Does GPSR apply if I'm based outside the EU?
Yes. If you sell to EU consumers, GPSR applies. Non-EU sellers must either appoint an EU-based responsible person (importer or distributor) who ensures compliance, or ensure all GPSR requirements are met directly.