The GPSR came into force in December 2024 and with it a requirement that catches a lot of non-EU sellers off guard: every brand selling physical goods to EU consumers must have an EU Responsible Person on record. No carve-outs for small sellers. No exceptions for low-risk products. This post breaks down what that means and what you need to do
Since December 13, 2024, the General Product Safety Regulation (GPSR) applies across the EU. And one of its clearest requirements is this: if you are a non-EU brand selling physical goods to EU consumers, you must have an EU Responsible Person.
Not maybe. Not if your product is complex enough. Not if you sell above a certain volume.
Always.
What sellers get wrong
The most common assumption is that the rule has thresholds. That if your product is simple, low-risk, or low-volume, you fall below the line.
You do not.
The GPSR was written deliberately without carve-outs based on product complexity or business size. A jewelry brand shipping from the US, a candle seller based in the UK, a small accessories brand in Australia: all of them are required to have an EU Responsible Person whose name and contact details appear on the product or its packaging.
The regulation treats every non-EU seller the same. The only question is whether you are compliant or not.
What an EU Responsible Person actually does
The EU Responsible Person (EU RP) is a legal entity or individual established inside the EU who takes on specific obligations on your behalf:
Holds your product safety documentation
Acts as the contact point for EU market surveillance authorities
Receives and forwards safety notifications
Has their name and address on your product or packaging
They are not a middleman or a formality. They are your legal presence in the EU market. Without one, you have no compliant route to sell.
Why the risk is real
Enforcement under GPSR is handled by national market surveillance authorities across EU member states. The regulation gives them clear grounds to act: if an EU Responsible Person cannot be identified for a product, that product can be pulled from the market.
For sellers on Amazon EU, this means listing removal. For those selling via their own channels, it means potential fines and the cost of reactive compliance under pressure.
What you need to do
If you sell physical goods to EU consumers and you are based outside the EU:
Identify an EU Responsible Person (an established entity in an EU member state)
Ensure their details appear on your product, packaging, or accompanying documentation
Provide them with your product safety information so they can fulfill their obligations
This applies whether you sell through Amazon, your own website, or any other channel reaching EU buyers.
The bottom line
The GPSR does not reward assumptions. It does not have an exception for simplicity, small scale, or good intentions. The requirement is clear, the deadline has passed, and enforcement is active.
If you are not sure whether your current setup is compliant, that uncertainty is worth resolving now, before a marketplace flags it for you.
Questions about your specific situation? Reach us at garayquality.com.
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