GPSR 2025: what changes for your product labelling
Regulation (EU) 2023/988 on general product safety — known as GPSR (General Product Safety Regulation) — replaces Directive 2001/95/EC and has applied since 13 December 2024. It introduces new traceability and information requirements on the product or its packaging for all consumer products not covered by specific sectoral legislation. Online marketplaces are now also responsible.
1. What is the GPSR?
The GPSR — Regulation (EU) 2023/988 of the European Parliament and of the Council of 10 May 2023 — is the new European legislative framework for the safety of non-food consumer products. It replaces Directive 2001/95/EC (GPSD) which was over 20 years old.
In force since 13 December 2024, the GPSR modernises the rules to account for e-commerce, online marketplaces, and new technologies (AI, connected objects). It strengthens traceability and consumer information obligations.
Unlike the directive it replaces, the GPSR is a regulation: it applies directly and uniformly in all EU Member States, without national transposition.
2. Who is affected?
The GPSR defines specific obligations for each economic operator in the supply chain:
| Operator | Main obligations |
|---|---|
| Manufacturer | Design a safe product, affix name and address on the product, prepare technical documentation, affix a product identifier (type, batch or serial number) |
| Importer | Verify the manufacturer has fulfilled obligations, affix own name and address on the product or packaging, keep technical documentation for 10 years |
| Distributor | Verify mandatory information is present before placing on the market, do not sell a product known to be non-compliant |
| Online marketplace | Verify seller listings contain required information (manufacturer name, photo, product identifier, EU contact), remove products flagged via Safety Gate, designate a single contact point |
| Authorised rep. / EU responsible person | Mandatory for non-EU manufacturers selling online — receives complaints, cooperates with market surveillance authorities |
3. New labelling obligations
The GPSR requires certain information to appear directly on the product, its packaging, or an accompanying document. Here are the now-mandatory mentions:
a) Manufacturer name and address
The manufacturer's name or registered trade mark and postal address must appear on the product or, failing that, on its packaging (Article 9(6)). A website or email alone is not sufficient: a physical address is required.
b) Importer name and address
For any product manufactured outside the EU, the importer's name and postal address must also appear on the product or packaging (Article 11(4)). This obligation is cumulative with that of the manufacturer.
c) Product identifier
The product must bear a reference enabling its identification: type number, batch number, serial number or any other traceability element (Article 9(6)). This information is essential for targeted recalls.
d) EU responsible person
For products sold online from outside the EU, the manufacturer must designate a responsible person established in the EU (Article 16). The name and contact details of this person must be indicated on the product or made accessible to the consumer.
e) Safety warnings
All safety warnings and information must be written in the language(s) of the country of sale, in a clear and understandable manner for the consumer (Article 9(7)).
4. Impact on marketplaces
One of the major advances of the GPSR concerns online marketplaces (Amazon, eBay, Etsy, AliExpress, etc.). Article 22 requires marketplaces to:
- Verify that sellers have provided: manufacturer name and address, product photo, product identifier, and EU contact point details
- Implement a notification interface allowing authorities and consumers to report dangerous products
- Remove or block the listing within 2 business days after Safety Gate notification
- Designate a single contact point for cooperation with market surveillance authorities
5. Products covered and excluded
The GPSR has a very broad scope: it covers all products intended for consumers or likely to be used by them under reasonably foreseeable conditions.
Products covered (non-exhaustive list)
- Textiles and clothing
- Furniture and home décor
- Sports and leisure equipment
- Consumer electronics (unless covered by specific directive)
- Jewellery and accessories
- Childcare articles (pushchairs, cots, etc.)
- School and office supplies
- Luggage and leather goods
- Non-food kitchen utensils
Products excluded from the GPSR
- Foodstuffs — covered by INCO Regulation (EU) 1169/2011
- Medicinal products — covered by Directive 2001/83/EC
- Cosmetics — covered by Regulation (EC) 1223/2009
- Medical devices — covered by Regulation (EU) 2017/745
- Toys — covered by Directive 2009/48/EC (soon Regulation 2025/2509)
- Plant protection products and biocides
6. Penalties
The GPSR strengthens the powers of market surveillance authorities. Penalties vary by Member State but the regulation imposes a minimum framework:
- Product withdrawal from the market or consumer recall
- Ban on placing on the market
- Blocking of online listings by marketplaces
- Administrative fines (maximum amount set by each Member State)
- Criminal penalties in case of endangering consumer safety
The Safety Gate system (formerly RAPEX) enables rapid notification between Member States of dangerous products, potentially leading to EU-wide withdrawal.
7. GPSR compliance checklist
Check these 8 points on your product or packaging before placing on the market:
- Manufacturer name (or brand) and postal address are on the product or packaging
- Importer name and address are on the product (if manufactured outside the EU)
- A product identifier is present: type, batch or serial number
- An EU responsible person is designated and their contact details are accessible (if selling online from outside the EU)
- Safety warnings are written in the language of the country of sale
- Technical documentation is prepared and kept for 10 years
- Product information has been transmitted to the marketplace (if selling via a platform)
- The product is not subject to a Safety Gate alert
Check your GPSR label compliance
LabelCheck analyses your label and verifies the presence of mandatory GPSR mentions: manufacturer/importer details, product identifier, safety warnings.
Analyse my label →Frequently asked questions
Does the GPSR apply to food products?
No. Foodstuffs are excluded from the scope of the GPSR. They are covered by INCO Regulation (EU) 1169/2011 and Regulation (EC) 178/2002 (general food law). However, non-food kitchen accessories (e.g. a kitchen apron) may fall under the GPSR.
Is a craftsperson selling on Etsy subject to the GPSR?
Yes. As soon as a product is made available on the EU market — including via an online marketplace — the manufacturer (even a craftsperson) must comply with GPSR obligations: affix their name and address, provide a product identifier, and write warnings in the language of the country of sale. If the craftsperson is based outside the EU, they must also designate an EU responsible person.
What is the deadline to comply with the GPSR?
GPSR Regulation (EU) 2023/988 has applied since 13 December 2024. There is no longer a transitional period: all consumer products placed on the EU market must be compliant now. Products already on the market before that date are not subject to recall, but any new batch or restocking must be compliant.