What are the GPSR requirements specifically for distance selling and online product pages?
The General Product Safety Regulation (EU) 2023/988 (GPSR) requires that when you sell consumer products to EU consumers via distance selling, your online product page must provide key safety and traceability information before the purchase. This includes clear product identification, manufacturer contact details, required warnings and instructions, and, when you are a non-EU seller without an EU establishment, EU Responsible Person contact details. The questions below break down what to show online and how marketplaces enforce these requirements.
What does the GPSR require for distance selling and online product listings?
The GPSR applies to products offered to EU consumers through any channel, including webshops and online marketplaces. It includes distance selling rules that require certain information to be available in the offer before the consumer buys. The core rule remains that only safe products may be placed or made available on the EU market, and the online presentation is part of how safety and traceability are ensured.
The GPSR covers most consumer products, including physical items and some non-tangible products such as software, apps, and chatbots, whether new or used, as long as they are intended for consumers or are likely to be used by them under reasonably foreseeable conditions. If a product is covered by specific EU harmonisation legislation (for example, CE-marking legislation), the GPSR still applies to distance selling and other chapters that always apply, and it fills gaps for risks not covered by that specific legislation.
- Distance selling means the consumer must be able to see the required safety and traceability details on the product page, not only inside the parcel.
- Economic operators in the supply chain (manufacturer, importer, distributor, fulfilment service provider, or another designated operator) must support market surveillance requests with documentation and cooperation.
What information must appear on an online product page to meet GPSR obligations?
To meet GPSR distance selling obligations, the online product page should show the same essential identification and safety information that a consumer would need to make a safe purchasing decision, plus the details that enable traceability. In practice, you should publish the key identifiers, the manufacturer contact details, and all warnings and instructions that are legally required for that product.
- Product identification: product name, model or type number, and other identifiers used to distinguish variants.
- Manufacturer details: manufacturer name, postal address, and an electronic contact address that enables direct two-way communication (for example, an email address or contact form).
- EU Responsible Person details (when required): name and EU contact details of the responsible economic operator designated under the Market Surveillance Regulation (EU) 2019/1020 (MSR).
- Warnings and safety information: age restrictions, hazard warnings, safe-use limitations, and any required symbols, presented clearly.
- Instructions for safe use: key operating, assembly, maintenance, and disposal information, including language requirements for the Member States where you target consumers.
- Other legally required information: any additional statements required under applicable EU harmonisation legislation for that product category.
Keep the online text consistent with the physical label and packaging. Market surveillance authorities and marketplaces often check whether the manufacturer identity and role labels match what is shown online and in supporting documentation.
How do online marketplaces and sellers handle the GPSR Responsible Person requirement?
For many non-EU sellers, the practical GPSR hurdle is appointing an EU-based Responsible Person, because products covered by the GPSR cannot be placed on the EU market without an EU-established responsible economic operator under the MSR. Online marketplaces commonly enforce this by requesting Responsible Person details and supporting evidence before allowing listings to go live or remain active.
| Role | What it is for | Is it mandatory? |
|---|---|---|
| Responsible Person (MSR) | EU-established economic operator contact point for authorities, with defined tasks such as verifying that certain documentation is available and informing the manufacturer about risks | Required when the manufacturer is not established in the EU and no other qualifying EU operator covers the role |
| Authorised Representative | Mandated representative acting on behalf of the manufacturer for defined regulatory tasks, depending on product legislation and the mandate | Not always required |
| Importer or distributor | Supply chain operators with their own obligations when they place products on, or make products available on, the EU market | Depends on your supply chain |
Practical steps for distance sellers include identifying whether you have an EU importer or fulfilment service provider that qualifies, appointing a Responsible Person if not, aligning product page content with label content, and preparing technical documentation so it can be made available to authorities upon request. Under MSR Article 4, the Responsible Person must inform the manufacturer if there is reason to believe a product presents a risk, while notifying authorities of serious risks is not a Responsible Person task.
How EARP helps with GPSR requirements for distance selling and online product pages
[COMPANY] supports non-EU manufacturers and online sellers that need an EU-established Responsible Person and a clear, audit-ready approach to GPSR distance selling information. We focus on practical compliance so your listings and documentation stay aligned.
- Acting as your EU Responsible Person under the MSR for products sold to EU consumers via distance selling
- Document presence and completeness checks, plus secure technical documentation storage and controlled availability to authorities upon request
- Liaison with national market surveillance authorities, including handling information requests efficiently
- Guidance on what to show on online product pages and how to keep listings consistent with product labels and accompanying documents
- Structured onboarding to confirm product scope, required contacts, and listing and labelling content
Review our services, then contact us to set up your Responsible Person coverage and distance selling listing checks.
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