EU General Product Safety Regulation (GPSR) – Regulation 2023/988: Enhanced consumer protection

April 7, 2026

What is the EU General Product Safety Regulation (GPSR)?

The EU GPSR updates rules for consumer product safety, replacing the old directive. It sets clear requirements for manufacturers, importers, and distributors, including labelling, traceability, and online sales obligations, ensuring safer products across Europe.

This article explains how the GPSR affects businesses selling consumer products in the EU. You’ll learn about the key safety obligations, what compliance looks like in practice, and the steps companies must take to meet labelling, traceability, and online sales requirements, helping ensure products are safe for consumers across Europe.

In May 2023, the European Union published the General Product Safety Regulation (GPSR), No. 2023/988. This regulation applies from 13 December 2024 to products not covered by sector-specific legislation. It replaces the General Product Safety Directive (GPSD) and introduces requirements for areas not previously addressed, such as distance selling and e-commerce.

Article 19 of the GPSR outlines the information that economic operators must provide when offering products for sale in the EU market through online platforms or other forms of distance selling.

Understanding the EU’s General Product Safety Regulation (GPSR): what has changed with the transition from GPSD?

The GPSR regulation is not new, but it significantly strengthens the previous provisions on product safety under the GPSD. The revision was necessary due to the rise in online trade and the increased risk of unsafe products being sold in the EU. With a “horizontal” scope, the regulation applies to all products placed on the European market, including those covered by specific regulations, ensuring any gaps or grey areas are addressed.

The main objectives of the GPSR regulation are:

Establish precise rules that manufacturers, importers and distributors must follow to make sure that products are safe before being placed on the market;
Consider changes in the market, in particular the increase in online commerce and technological innovation, to create a more effective framework than the old Directive;
Strengthen consumer protection against dangerous products;
Introduce new measures to improve traceability, facilitate recalls and increase the transparency of information on potential risks;
Introduce stricter rules for marketplaces and online platforms;
Have the EU take specific measures for more effective market surveillance and the rapid withdrawal of non-compliant products.

From a legal and commercial point of view, a product is “any article, whether or not interconnected with other articles, supplied or made available for consideration or free of charge, including in the context of a provision of services, to consumers or capable, under reasonably foreseeable conditions, of being used by consumers, even if not intended for them.”

This agreement implies obligations and responsibilities, as the product must meet quality, compliance and safety requirements set by industry regulations.

A safe product is one that, under normal or reasonably foreseeable conditions of use, poses no risk to consumer health and safety or only minimal risks deemed acceptable and appropriate for its intended use. Product safety is a dynamic concept, requiring continuous risk assessment over time, considering technological advances, scientific developments, and user behaviour.

Opportunities for Manufacturers, Distributors, and Exporters under the EU General Product Safety Regulation (GPSR)

vintage image of a woman working in a factory - opportunities under the gpsr

Increased reliability and competitiveness: Adapting to the new regulation can increase consumer confidence in the products offered, thus improving brand image and market competitiveness.
Access to new markets: Compliance with GPSR makes it easier to access EU markets, making it easier to expand your export activities.
Reduced legal risks: Implementing new security measures can reduce the risks of penalties and product recalls, protecting your business from potential financial and reputational losses.

Does the GPSR Apply to Cosmetics Products in the EU?

Cosmetic products placed on the EU market, including those sold online, must first comply with the EU Cosmetics Regulation 1223/2009 (CPR). In addition, under the EU GPSR, cosmetics sold via distance channels must meet the requirements of Article 19, addressing aspects not covered by the Cosmetics Regulation. Article 19 of the GPSR regulation therefore complements Article 19 of the CPR regarding labelling requirements.

The Requirements to be met for Distance Selling

On 19 November 2025, the European Commission published long-awaited guidelines on the application of the General Product Safety Regulation (EU) 2023/988 (GPSR), providing practical support to businesses navigating the new EU product safety framework. The guidance, issued under Article 17(2) of the Regulation, is intended to clarify obligations and promote consistent implementation across Member States.

The key points of these guidelines are as follows:

Manufacturer’s name, mailing and electronic address, registered trade name, or registered trademark of the manufacturer, as well as the mailing and electronic address at which they can be contacted. Postal address: According to the CPR, Art. 19.1.a, the postal address may be shortened to the extent that it allows the identification of the “responsible person” and his or her address. Electronic address: this can be understood as both an e-mail address and a website address. The above information is not necessary if it is legible in the photo of the product sold.
Information to identify the product, including an image, its type, and any other identifiers. Typology refers to the function of the product as defined in the EU Cosmetics Regulation. In addition, the offer should describe the available shades and sizes, the product name, the line and the brand (if relevant).
Warnings or safety information in a language easily understood by consumers, i.e. the special precautions for use specified in the annexes to the EU Cosmetics Regulation and those identified by the safety assessor. This information should be translated into the national languages of the countries in which the products are sold (depending on the indications of the individual Member States).

The newly published guidelines focus on translating legal requirements into operational practices. In particular, they provide clarification on the roles and responsibilities of economic operators—manufacturers, importers, distributors, authorised representatives, and fulfilment service providers—emphasising the need for clear allocation of compliance duties along the supply chain.

A key aspect addressed in the guidance is risk management. Businesses are expected to carry out internal risk assessments, maintain technical documentation, and ensure traceability of products and components. The guidelines also reinforce obligations related to incident reporting, product recalls, and cooperation with market surveillance authorities, including the use of tools such as the Safety Gate system and the Safety Business Gateway.

Another important element concerns e- commerce and digitalisation. The GPSR introduces specific obligations for online marketplaces, requiring them to act more proactively in removing unsafe products and ensuring that mandatory safety information is available to consumers at the point of sale. The guidelines provide practical interpretations to help platforms and distance sellers comply with these new requirements.

Overall, the Commission’s guidance plays a crucial role in bridging the gap between regulatory text and real-world application. By offering clarifications on scope, responsibilities, and enforcement mechanisms, it supports businesses— particularly SMEs—in achieving compliance while strengthening consumer protection across the EU market.

Steps to Ensure Compliance with the General Product Safety Regulation (GPSR)

More specifically, the aforementioned Article 19 of the EU GPSR provides that product listings for distance sales must clearly and visibly contain the following information:

Name of Responsible Person
Postal and electronic address (e-mail or website) of the Responsible Person
Information to identify the product, including an image, its function and any other identifiers
Available shades and sizes
Product name, and trademark (when relevant)
Warnings or safety information, such as special precautions for use

This information must be translated into the national languages of the countries where the products are sold and does not need to be displayed separately if it is legible in the product image.

Responsibility Under the New EU GPSR: The Role of the Responsible Person

The Cosmetics Europe document clarifies that compliance with Article 19 of the GPSR is a shared responsibility between the Responsible Person and the retailer selling via distance channels. The Responsible Person must provide the required information outlined in Article 19 to the online retailer and ensure it remains up to date.

The retailer, in turn, is responsible for prominently displaying this information for distance sales. To facilitate compliance, the Responsible Person may establish a contractual agreement with the retailer.

What Is the Language of Communication?

Companies that make cosmetic products available on the market through online sales or other means of distance selling must ensure that consumers have access to the required information in the language(s) determined by the law of the Member State pursuant to Article 19.5 of the CPR.

However, the information required pursuant to paragraphs (a) and (b) of Art. 19.1 of the GPSR in Europe (name and addresses of the Responsible Person) must not be translated, except in cases where different alphabets are used.

What Happens in Case of Non-Compliance with the GPSR Regulation?

The regulation introduces severe penalties for companies that do not comply with the new regulations. Penalties can include significant fines and other remedial measures, which vary depending on the severity of the violation and the size of the company involved.

One of the key tools strengthened by EU Regulation 2023/988 is the Safety Gate, formerly known as the Rapid Alert System for non-food products (RAPEX). Managed by the European Commission in collaboration with national authorities of the Member States, it serves as the EU’s rapid alert system for dangerous non-food products.

This platform enables national authorities to swiftly exchange information on hazardous products found on the market, ensuring a coordinated and effective response at the European level.

How Do I Know If My Product is Compliant with the EU’s General Product Safety Regulation?

The support of an experienced partner who has closely followed the legislative process, such as Taobé, is essential. Contact us for more information and to assess your product together.

Do you know the product safety regulations that apply to your consumer products? You and your importers must meet these requirements before placing products on the market, and you must demonstrate that your products are safe for users.

We can help you understand what the EU GPSR involves and guide you through every step to ensure your products meet all safety, labelling, and traceability requirements. Explore our GPSR compliance services today.

Key takeaways from the EU General Product Safety Regulation (GPSR)

The GPSR replaces the older General Product Safety Directive, updating product safety rules across the EU.
It applies to manufacturers, importers, distributors, and online sellers, covering all consumer products sold in Europe.
Businesses must meet safety, labelling, and traceability requirements to remain compliant.
Online and distance sales are explicitly included under the GPSR.
Market surveillance authorities have greater powers to enforce compliance and remove unsafe products.
Proper documentation and identification of the responsible person are required for all products.
Complying with the GPSR helps companies protect consumers and avoid penalties for non-compliance.

Frequently asked questions about the EU General Product Safety Regulation (GPSR)

What products does the GPSR apply to?
The GPSR applies to most consumer products sold in the EU, including new, used, repaired, or reconditioned items, unless another EU safety law already covers the risks.

Does the GPSR apply if another product safety law exists?
Yes, GPSR covers any remaining safety risks not addressed by sector-specific EU legislation.

Who must comply with the GPSR?
Manufacturers, importers, distributors, and other operators making products available in the EU must comply with GPSR safety and information obligations.

What must manufacturers do if a product is unsafe?
Manufacturers must take corrective action, inform distributors, and notify market authorities if a product poses a safety risk.

What safety information must be provided with products?
Products must include clear instructions for safe use and any necessary warnings, tailored to the product type.

What labelling information is required under GPSR?
Labels must show product identification, manufacturer name, and contact details, plus any required safety warnings.

Cosmetic regulation compliance & updates