GPSR Compliance in eCommerce: Key Changes and How to Prepare

The European General Product Safety Regulation (GPSR) is an update to the way product safety is governed in Europe, and it’s creating a lot of concern in the eCommerce industry, especially for international brands selling into the EU. If you sell products online into the UE understanding and complying with the new GPSR is crucial to keeping your business operational and legally compliant. This blog will walk you through the key changes introduced by the GPSR and how your eCommerce business can prepare for them.

What is the GPSR?

The GPSR is a new regulation that comes into force on 13th of December 2024 (this year). It replaces the existing General Product Safety Directive (GPSD) which has been live for nearly 20 years, it tightens and modernizes regulations around product safety. GPSR applies to all consumer products sold in the EU, whether they're sold in-store or online, apart from a few categories that already have modern standards such as food, beverage and medical products . The intended goal of the GPSR is to ensure a higher level of protection for consumers in the EU by making safety standards clearer and, critically, more enforceable across all sales channels, including eCommerce.

What are the Key Changes Introduced by GPSR?

1. Stricter Definitions of Safety Under the GPSR, the definition of what constitutes a "safe product" has been expanded and includes factors like the expected use of the product, the vulnerability of certain consumers (children, elderly, disabled), and how easy it is to misuse a product. eCommerce sellers need to assess not just how products are designed to be used, but also how they might be misused by different customer groups.

   
   

2. Increased Accountability for Online Sellers The GPSR puts more responsibility on online sellers and marketplaces. Retailers who sell through third-party platforms, such as marketplaces, must ensure that the products they offer comply with the new regulations. This includes verifying product documentation and being able to ensure that any safety warnings or recalls can be and are communicated to consumers effectively.

   
   

3. Mandatory Safety Information and Documentation Under the new rules, manufacturers and online sellers will be required to provide clear, accessible safety information, both on their websites and on product packaging. For eCommerce sellers, this means ensuring that your product descriptions include detailed safety instructions and that all required safety certifications are clearly displayed.

   
   

4. Proactive Product Recalls One key update is how product recalls are expected to be managed. GPSR mandates that eCommerce businesses have a proactive process in place to notify customers about recalls or safety issues. This requires setting up an efficient communication channel between your business and your customers, so they you are able to keep them informed of any risks associated with the products they’ve brought from you.

   
   

5. Enhanced Role of Compliance and Safety Representatives A major change that affects many brands is that you will need to appoint a responsible person (or business) for ensuring that the business adheres to product safety laws. This Responsible Person will need to be based in the EU and will be expected to conduct the compliance checks and be the point of contact for local supervising authorities.

   
   

How to Prepare Your eCommerce Business for GPSR

1. Identify a Responsible Person If you already have a business in the EU then you can identify and train one of your internal people on the new GPSR regulations and to understand the new GPSR requirements. Make sure they know how to manage the safety documentation, communicate recalls, and understand how product listings should be displayed in accordance to the new regulations. If you don't have a local representative you will need to engage with one of the suppliers of this service that are setting up to help you.

   
   

2. Ensure GPSR Regulations are Clear with your Suppliers Work closely with your suppliers and manufacturers to verify that the products you’re selling meet the updated GPSR safety standards, including checking product documentation and certifications exist and are up to date.

   
   

3. Review Your Product Line Conduct a thorough review of the products you sell, focusing on their safety standards and the customer groups that might use them. Consider how your products might be misused, and whether your packaging and instructions provide adequate warnings for vulnerable consumers.

   
   

4. Update Product Listings and Descriptions Ensure that your online product listings include detailed safety information, such as warnings, instructions for proper use, and any relevant certifications. This information should be easy to find on your product pages to comply with GPSR requirements.

   
   

5. Communicate the Responsible 'Person' to Buyers The Name and Contact Details of the Responsible Person must be included on the product itself or its packaging, and possibly in accompanying documentation like the user manual or safety instructions. This ensures that both customers and authorities can identify the responsible person if needed.

   
   

6. Implement a Product Recall Process Create a clear, actionable product recall process that allows you to notify customers quickly and efficiently. Whether through email, your website, or text notifications, it’s essential to have a system in place to inform customers about any potential hazards to be GPSR compliant.

   
   

Moving from GPSD to GPSR is a significant change for eCommerce sellers, manufactures and brands, but it also provides opportunities. Firstly to build trust with your customers by prioritizing product safety and secondly, an international seller it can give you an advantage as some competitors may be slow in complying, effectively taking them out of the EU for a time.

By proactively updating your product listings, improving your communication channels, and strengthening your compliance processes, you can not only meet the new regulatory standards but also enhance your brand’s reputation in an increasingly safety-conscious market.

Ensure your business is GPSR-compliant to avoid fines to grow your eCommerce presence across Europe.