This guide from the Chartered Institute of Export & International Trade helps small and medium-sized businesses understand and meet their obligations under the EU’s General Product Safety Regulation (GPSR), which plays a crucial role in keeping consumer products safe and trade flowing smoothly.
1. Gain clarity on GPSR
The General Product Safety Regulation came into force on 13 December 2024, replacing the previous General Product Safety Directive.
Its aim is straightforward: to make sure any consumer product sold within the EU is safe. The rules apply whether you're selling through high street shops or via online platforms.
For UK-based SMEs that export to the EU, understanding these requirements is vital to avoid delays, penalties, or worse, having your goods blocked from entering the market.
2. Understand your place in the supply chain
To stay compliant, the first thing businesses need to do is work out their role. Are you manufacturing the product, importing it from outside the EU or acting as a distributor or fulfilment service provider?
You may even be using an online marketplace to reach customers. Each role carries different legal responsibilities.
For instance, if you import and rebrand a product, you’re considered the manufacturer and take on all the responsibilities that come with that. Likewise, platforms like Amazon and Etsy must ensure sellers follow the rules.
Knowing where you stand helps you avoid accidental non-compliance.
3. Know what’s in scope
Most consumer products fall under GPSR unless they are already regulated by something more specific, like toys, food or medical devices.
The regulation covers everything from gym gear and homeware to e-books and downloadable templates.
It's also worth noting that GPSR isn’t limited to items sold for profit. If you're giving away free samples or running a promotion, those products still count and must meet safety requirements.
4. What you’re expected to do
The duties under GPSR aren’t overly complex, but they do require care and consistency. You need to be confident that the products you place on the market are safe, which means doing a risk assessment.
You'll also need to keep technical documentation to support your claims and make it available if asked.
Products must be clearly labelled, showing the manufacturer’s name and contact details, including an email address and any relevant safety information.
These details should be easy for consumers to find and understand in the language of the country you’re selling to.
5. Getting support inside the EU
If your business isn’t based in the EU, you’ll need someone there who can act on your behalf. This is where a Responsible Economic Operator (REO) comes in.
Their job is to hold your technical documentation and speak to authorities if there’s a safety concern.
For many SMEs, finding a trustworthy and affordable REO is one of the biggest hurdles. It’s best to ask for recommendations from trade bodies, logistics partners, or other exporters.
Make sure to agree responsibilities in writing, and check that they’re responsive and experienced in your sector.
A good REO isn’t just a requirement, they’re a key part of staying compliant.
6. Real-world e-commerce scenarios
Selling online has opened up huge opportunities for small businesses, but it also means playing by the rules when your products cross into the EU.
Say you run a business creating custom phone cases or craft items and sell them on Etsy. Even though the products are handmade or printed on demand, you're still considered a manufacturer under GPSR. That means you must assess product safety, keep records and make sure your listings and packaging carry the correct safety and contact information.
If you're selling bundles, like a gift box with several different items, you’ll need to make sure each product includes the proper documentation, unless the bundle is clearly sold as a single item under one brand.
Online marketplaces can offer some help here. Many provide GPSR-related guidance to their sellers, highlighting what information needs to appear in listings. That’s a useful starting point, but ultimately, it's your responsibility as the seller to comply with the rules.
7. Where to go for guidance
You don’t have to navigate GPSR alone.
There are solid resources out there to help. The EU’s official websites offer in-depth information on the regulation itself, while UK government pages outline what exporters need to do. Organisations like the E-Commerce Trade Commission and the Chartered Institute of Export & International Trade also offer support in the form of updates, training, and one-to-one advice.
If you’re unsure about a particular requirement, it’s worth reaching out. A short conversation now can prevent much bigger issues later.
In short, GPSR isn’t designed to trip businesses up, it’s about making sure consumers can trust the products they buy, wherever they come from. With the right steps and a little bit of planning, your business can stay on the right side of the rules and keep selling confidently into the EU.
