Do you need an EU Responsible Person? GPSR for overseas brands on Amazon and beyond
By Drew Cooper, Founder & CEO · Last reviewed: 12 November 2026
Since 13 December 2024, most consumer products sold in the EU must have a business established in the EU that is responsible for them, usually called the EU Responsible Person. Its name and contact details must appear on the product or its packaging and in the online listing. If you sell on Amazon in Europe without one, your listings can be blocked. One Responsible Person based in any EU country covers all 27.
Who this guide is for
Brands based outside the EU, including the US and UK, selling consumer products into the EU through Amazon, other marketplaces or their own website.
1. What the rule is
The General Product Safety Regulation (EU) 2023/988, known as GPSR, replaced the old General Product Safety Directive on 13 December 2024. It covers non-food consumer products, including products sold online from outside the EU. Article 16 says a product can only be placed on the EU market if there is an economic operator established in the EU that is responsible for it. This builds on Article 4 of the Market Surveillance Regulation (EU) 2019/1020, which already applied the same rule to CE-marked products.
2. Who can be your Responsible Person
- The manufacturer, if it is established in the EU
- An importer established in the EU that brings the product in
- An authorised representative appointed by the manufacturer under a written mandate
- A fulfilment service provider that stores, packs and ships the product, only where none of the above exists
The Responsible Person must be established in the EU. A UK or US company cannot take the role. Do not assume your marketplace or warehouse will take it on: using a fulfilment network does not by itself appoint anyone, and most marketplaces ask sellers to name a Responsible Person themselves.
3. What the Responsible Person does
- Checks that the technical documentation and, where needed, the EU Declaration of Conformity exist, and keeps them available to the authorities
- Provides information and documents to market surveillance authorities on request
- Tells the authorities if it believes a product presents a risk
- Cooperates on corrective action, including recalls
4. What must appear on the product
- The manufacturer's name, registered trade name or trade mark
- The manufacturer's postal address and an electronic address (email or website)
- The Responsible Person's name and contact details, where the manufacturer is not in the EU
- A type, batch or serial number so the product can be identified
- Warnings and safety information in a language consumers can easily understand, as set by each country
This goes on the product itself or, where that is not possible, on the packaging or an accompanying document. Our packaging changes guide covers when stickers and inserts work.
5. What must appear on the online listing
Article 19 of GPSR requires the listing to show, clearly and visibly:
- The manufacturer's name, postal and electronic address
- The Responsible Person's name, postal and electronic address, where the manufacturer is outside the EU
- Information to identify the product, including a picture and its type or other identifier
- Any warnings or safety information, in the right language
6. Selling on Amazon in Europe
Amazon's European stores ask sellers to provide Responsible Person and manufacturer details for affected products, along with product safety information and images. Listings without them can be suppressed until the details are added. If your Responsible Person changes, update both the listing and the label, and plan for stock already printed. Our switching guide explains how to time a change.
7. Does GPSR apply to my product?
- Most consumer goods: yes, including homeware, clothing, accessories, sports equipment and gifts
- CE-marked products such as electronics and toys: the same Responsible Person rule already applied under Regulation 2019/1020, and GPSR fills any gaps. See our electronics guide.
- Cosmetics: covered by their own Responsible Person rule under the Cosmetics Regulation
- Food, medicines and animal feed: outside GPSR, with their own rules
8. What about the UK?
GPSR does not apply in Great Britain, but it does apply in Northern Ireland. GB has its own requirements, including a UK Responsible Person for cosmetics and importer duties for many other products. See UK Responsible Person.
At a glance
| Question | Answer |
|---|---|
| Applies from | 13 December 2024 |
| Covers | Most non-food consumer products sold in the EU, including online sales from outside the EU |
| Where the Responsible Person must be | Established in any EU member state |
| How many you need | One covers all 27 member states |
| Where details go | On the product, packaging or accompanying document, and on the online listing |
| Northern Ireland | GPSR applies |
| Great Britain | GPSR does not apply; UK rules do |
Questions we get asked
Do I need a Responsible Person in every EU country?
No. One Responsible Person established anywhere in the EU covers all 27 member states. Warnings and safety information still need to be in each country's language.
Can a UK company be my EU Responsible Person?
No. The Responsible Person must be established in the EU.
Can my distributor or warehouse be the Responsible Person?
An EU importer that brings your goods in takes on the role. A fulfilment service provider can, but only where there is no manufacturer, importer or authorised representative in the EU, and many will not accept it. The cleanest route is to appoint an authorised representative in writing.
What about stock already in the EU?
Products placed on the EU market before 13 December 2024 under the old rules can continue to be sold. New stock needs the GPSR details.
How Lantara helps
Lantara provides your EU economic operator under one contract covering all 27 member states, checks your labels and listings against GPSR, and keeps the documentation the authorities can ask for. Start with a free readiness check of up to 10 SKUs, or read about EU compliance.