If you sell physical products to customers in the European Union, you've likely heard about the EU Responsible Person requirement under GPSR. Since December 13, 2024, this is no longer optional—it's the law. This guide explains what it is, who needs one, and how to comply.
What is GPSR?
GPSR stands for General Product Safety Regulation, formally known as Regulation (EU) 2023/988. It's a comprehensive EU law that replaced the older General Product Safety Directive and now governs the safety and compliance requirements for nearly all consumer products sold in the European Union.
The regulation became effective on December 13, 2024, and it introduced strict requirements for all economic operators—manufacturers, importers, and distributors—to ensure consumer safety. One of the most critical requirements is the appointment of an EU Authorized Representative, also known as an EU Responsible Person.
What is an EU Responsible Person?
An EU Responsible Person (also called an EU Authorized Representative) is a person or company based in the European Union who acts as the official contact point between a non-EU manufacturer or seller and EU market surveillance authorities.
Under GPSR, the Responsible Person is legally appointed to represent the interests of non-EU companies on matters of product safety and compliance. They serve as a bridge between your business and European government agencies responsible for monitoring product safety.
Key Point
The Responsible Person is not your sales agent or distribution partner. They are specifically a compliance and legal contact point for regulatory authorities.
Who Needs an EU Responsible Person?
According to GPSR regulations, you must appoint an EU Responsible Person if:
- You are a non-EU manufacturer selling consumer products directly or indirectly to EU customers
- You are a non-EU importer or distributor placing products on the EU market
- You sell through online marketplaces like Amazon, eBay, Shopify, AliExpress, or similar platforms that serve EU customers
- Your products are consumer goods in categories such as electronics, toys, clothing, cosmetics, household items, tools, and most other physical products
- You don't have a legal entity in the EU (company registration in any EU member state)
In short: If you're outside the EU and selling products to EU customers, you need an EU Responsible Person.
What Does an EU Responsible Person Do?
The Responsible Person's duties under GPSR include:
1. Act as the Official Contact Point
Market surveillance authorities, customs officials, and other regulatory bodies contact the Responsible Person when they have questions about product safety, compliance, or need to inspect documentation. The Responsible Person is legally required to respond to these inquiries.
2. Hold and Manage Technical Documentation
The Responsible Person must keep copies of technical documentation for your products, including:
- Product manuals and instructions
- Safety test reports and certifications
- Manufacturing specifications
- Risk assessments and compliance declarations
- Any other documents proving product safety compliance
3. Cooperate with Market Surveillance Authorities
If EU authorities investigate a product for safety concerns or violations, the Responsible Person must cooperate fully, provide documentation, and facilitate communication between the manufacturer and regulators. This includes potential product recalls if necessary.
4. Maintain EU Address and Contact Information
The Responsible Person provides an official EU-based address and contact details that must appear on product packaging, in product listings, and in legal notices.
5. Handle Consumer Complaints and Safety Issues
While not handling day-to-day customer service, the Responsible Person may need to coordinate responses to serious safety complaints or incidents reported to authorities.
How to Appoint an EU Responsible Person
The process is straightforward:
Option 1: Use an EU Responsible Person Service
The simplest way is to contract with a professional service provider (like EU GPSR) that offers Responsible Person services. You provide your product information and documentation, sign a contract, pay a fee, and they handle everything. This typically takes 24 hours to set up and costs from €149 to €499 per year depending on the number of products.
Option 2: Appoint an Individual or Company Directly
You can also appoint an existing contact in the EU—a business partner, legal representative, or friend who is willing to serve as your Responsible Person. They would need to:
- Be based in the EU with a physical address
- Agree to act as your Responsible Person in writing (formal contract)
- Maintain your technical documentation
- Respond to regulatory inquiries on your behalf
However, this option requires careful legal setup and can create liability risks if the person doesn't understand their obligations.
Legal Consequences of Not Having an EU Responsible Person
Failing to appoint an EU Responsible Person carries serious penalties:
1. Marketplace Removal
Amazon, eBay, Shopify, and other major platforms now actively enforce GPSR compliance. Without a valid EU Responsible Person on file, your product listings will be suspended, delisted, or permanently removed from EU marketplaces. This can happen quickly—sometimes within days.
2. Border Seizure and Import Blockade
EU customs authorities have the power to seize and hold shipments of products that lack GPSR compliance documentation at the border. Products without a registered Responsible Person can be blocked from entering the EU entirely.
3. Financial Penalties
Market surveillance authorities can issue fines to non-compliant sellers. Penalties vary by EU member state but can reach thousands or even tens of thousands of euros for serious violations.
4. Legal Liability
If a product causes injury or damage and you have no Responsible Person to manage compliance documentation, you may face direct legal action from authorities or consumers.
Real-World Impact
In 2024 and early 2025, thousands of non-EU sellers experienced product suspensions on Amazon and eBay specifically because they lacked GPSR compliance. Major marketplaces have now automated checks to detect missing Responsible Person information.
GPSR Requirements for Major Marketplaces
Amazon EU
Amazon requires all sellers to provide valid EU Responsible Person information during product listing. Without it, listings cannot be published or remain active in any EU marketplace (Amazon.de, Amazon.co.uk, Amazon.fr, etc.).
eBay
eBay enforces GPSR compliance through seller verification. Non-EU sellers must provide proof of an appointed Responsible Person to maintain selling privileges.
Shopify
Shopify has added GPSR compliance warnings and may restrict EU sales for sellers who cannot demonstrate compliance.
Other Platforms
AliExpress, Wish, and other international platforms are increasingly enforcing GPSR, especially for high-risk product categories like electronics, toys, and cosmetics.
Getting Your EU Responsible Person Today
The fastest way to become GPSR-compliant is to contract with a professional EU Responsible Person service. The process typically involves:
- Submit Your Information – Provide your company name, address, product details, and categories
- Payment – Secure payment via PayPal or bank transfer
- Registration – Your Responsible Person is registered within 24 hours
- Activate Compliance – Receive EU address and contact details to add to your products and listings
Services like EU GPSR offer plans starting at €149 per year for up to 5 products, with higher tiers for growing businesses.
Conclusion
An EU Responsible Person is no longer optional—it's a legal requirement for any non-EU seller placing consumer products on the EU market. Whether you sell through Amazon, eBay, Shopify, or your own website, you need one to stay compliant with GPSR 2023/988.
The appointment process is quick and affordable, especially through professional services. The alternative—operating without one—risks product suspensions, border seizures, and significant fines.
Don't wait. Ensure your business is compliant today and avoid costly disruptions to your EU sales.