Navigating the New EU General Product Safety Regulations (GPSR): What Ecommerce Merchants Need to Know

If you’re an ecommerce merchant selling non-food products to customers in the EU or Northern Ireland, December 2024 isn’t just another date - it’s a pivotal moment. The General Product Safety Regulation (GPSR) is arriving, and it’s not just a routine regulatory update. This is a game-changer that could reshape how you operate, from supply chain management to customer interactions.

Let’s explore what the GPSR is, how it impacts your business, and what you can do to prepare.

What Exactly is the GPSR?

The GPSR is the EU’s latest safety framework designed to protect consumers from potentially dangerous non-food products. Effective from 13 December 2024, it replaces older directives with a modern approach to safety in a digital-first world.

According to the European Commission, unsafe products cost the EU economy an estimated €11.5 billion annually. In 2022, 67% of product safety notifications concerned items from outside the EU single market. For businesses like yours, these numbers highlight the critical need for compliance - and the high stakes of ignoring it.

How Does GPSR Impact Your Business?

Whether you’re a manufacturer, brand owner, or retailer, the GPSR will likely affect your business processes. Here’s how:

1. Expanded Responsibilities: The GPSR doesn’t just stop at physical product safety. It covers the entire product lifecycle, including software updates and online sales. As a manufacturer, you’re responsible for ensuring product safety from design to disposal. Brand owners and retailers must also ensure compliance in how products are labelled, listed, and sold.
2. Traceability Matters: Every product must be traceable throughout the supply chain. This includes clear labelling, detailed product information, and maintaining a robust record of suppliers and intermediaries. For example, an electronics retailer must be able to identify where each component was sourced.
3. The Precautionary Principle: If a potential risk is identified, even without conclusive evidence, you may be required to take preventative action. This principle ensures consumers are protected from emerging risks - such as those from AI-driven or connected devices.
4. Standardised Recalls: If a product is found unsafe, the GPSR mandates direct communication with affected customers, clear recall notices, and cost-free remedies. For example, if a batch of furniture is deemed hazardous, you’ll need an efficient system to notify buyers and provide refunds or replacements.

What Should You Do to Prepare?

1. Audit Your Product Range: Review your inventory to ensure every product complies with the GPSR’s standards.
2. Appoint an EU Representative: If you manufacture or source goods outside the EU, designate a responsible person within the EU to handle compliance and liaise with authorities.
3. Enhance Product Documentation: Make sure you have comprehensive records, including risk assessments, user manuals, and technical specifications.
4. Optimise Online Listings: Ensure your ecommerce product listings meet the same safety standards as physical retail products.
5. Streamline Recall Procedures: Establish clear, efficient recall mechanisms to act quickly if a product issue arises.

Why Compliance is More Than a Legal Obligation

Non-compliance isn’t just a legal risk - it’s a potential business killer. Penalties under the GPSR are designed to discourage breaches, with fines and product bans on the table. However, compliance also represents a powerful opportunity.

Customers value safety and trust. By demonstrating your commitment to meeting these new standards, you position your brand as reliable and consumer-focused. Think of compliance as not just a necessity but a competitive edge in a market that values transparency and accountability.

The Bottom Line

The GPSR is here to stay, and it will reshape how you sell to the EU and Northern Ireland. While the regulations demand preparation, they also offer an opportunity to build trust and strengthen your reputation.

Start preparing today - audit your products, streamline your supply chain, and embrace compliance as a chance to differentiate your business.

For more insights and updates on navigating ecommerce regulations, get in touch with one of our ecommerce-experts.

This article is for informational purposes only and does not constitute legal advice. Always consult a specialist for guidance tailored to your business.