The General Product Safety Regulation (GPSR) is now in force, setting stricter rules for businesses selling products in the UK and across the EU. For small businesses, this means new responsibilities around product safety, traceability, and reporting.
In this guide, we’ll explain what GPSR is, why it matters for small businesses, the key compliance steps you need to take, and the penalties for not keeping up.
What is the General Product Safety Regulation (GPSR)?
The GPSR replaces the previous EU General Product Safety Directive, bringing product safety rules up to date for modern retail businesses – especially online marketplaces. The rules came into effect from 13 December 2024.
According to the European Commission, accidents related to unsafe products cost up to €11.5bn a year.
The aim of GPSR is to make sure that all products on the market are safe for consumers, regardless of whether they’re bought from the high street or an online platform like Amazon, eBay, or Etsy.
Read the official UK Government guidance on GPSR.
GPSR will offer:
- more protection for consumers by improving product recall, addressing specific safety issues with stronger safety standards, and requiring a ‘responsible person’ as a point of contact
- better support for businesses including clearer rules, plus ‘hands-on guidelines’ for smaller businesses
- stronger enforcement for national authorities through market surveillance
- increased accountability for businesses to create safe products
These rules will affect both sales to the EU and Northern Ireland.
With more pressure placed on larger marketplaces to monitor their third-party sellers, you’ll need to make sure you’re following the rules. If you’re selling on an online marketplace (such as Amazon or Etsy) and don’t comply, your product listings or store may be suspended – or you may be hit with a large fine.
Why GPSR matters for small businesses
GPSR isn’t just aimed at large corporations. It applies to:
- independent shops and retailers
- online marketplace sellers
- importers and distributors
If you sell toys, electrical goods, household items, or even seasonal products, you’ll now need to follow stricter safety rules.
Small business GPSR examples
- a gift shop selling children’s toys must keep safety documentation and report any safety concerns to authorities
- a small-batch jam producer must label all jars with their business contact details to ensure product traceability
- a candle maker must include clear fire safety warnings and instructions on all products
- a home-based baker selling goods online is just as responsible for product safety as a high-street bakery
Key changes introduced by GPSR
The regulation introduces several important changes that small businesses must be aware of:
- greater accountability for online marketplaces (Amazon, Etsy, eBay sellers are included)
- stricter product traceability – manufacturers and importers must be clearly identified
- mandatory incident reporting – unsafe products must be reported without delay to your manufacturer, supplier, or local Trading Standards service
- enhanced recall processes – clearer obligations to withdraw or recall unsafe goods
improved consumer information – products must carry clearer labels and safety instructions
GPSR regulations: your next steps
Use this quick checklist to check your GPSR compliance:
- complete product safety risk assessments
- assign a responsible person
- keep technical documentation (design, testing, safety certificates)
- label products with the name and address of the manufacturer/importer
- set up a process for reporting unsafe products to your manufacturer, supplier, or local Trading Standards service
- be ready to cooperate with recalls or corrective actions
Need more support? Here’s a full breakdown of the key steps:
You can read the full GPSR regulations on the European Commission website, but below is a run down of the next steps small businesses in the UK need to follow.
1. Assign a responsible person
As of 13 December 2024, all UK businesses selling to the EU and Northern Ireland will need to designate a responsible person located in the EU who will:
- be a point of contact for customers
- liaise with regulatory bodies
You’ll need to include the address of your responsible person on your product label or in the accompanying documentation.
If you’re a small business looking for a responsible person to continue trading in the EU, there are a number of services online where you can pay a professional to act as your responsible person.
“As a small business, my concern is hiring a third-party representative in Europe and not knowing if they’re legitimate or not. It feels like you could be spending a lot of money for nothing.
“My aim is to wait and see what others do first before making any decisions. I’ve been in touch with my manufacturers, who supply to large and small businesses in the UK, and it’s news for them too – so we are all having to adjust together.”
Steph
Owner of Studio Le Cocq
2. Make your production and supply chain traceable
With more market surveillance from national authorities, you may be required to present your product’s journey through the supply chain. You’ll need to provide precise information about your product’s origin in case there are any concerns about what you’re selling.
Keeping accurate records about your products – including manufacturing and supplier information – can help you avoid delays down the road.
3. Make sure your labels are compliant
More thorough risk assessments mean you’ll need to provide detailed information for each product you sell. This will differ by product type, but you’ll generally need to provide:
- a type, batch, or serial number: while there’s no GPSR-specific format to follow, your labelling should make clear the product model, manufacturing date, and location
- your registered company name
- your postal and electronic addresses (and if you’re outside the EU, the address of your responsible person)
- age suitability, safety warnings, and disposal information
- the above information in ‘a language which can be easily understood’ where the product is for sale – meaning you may need to have labels available in multiple languages
Penalties for GSPR non-compliance
Failing to comply with GPSR can have serious consequences, including:
- financial penalties – fines for failing to meet safety standards
- product bans – unsafe goods may be withdrawn from sale
- business disruption – marketplaces may suspend or block non-compliant sellers
- reputational risk – safety issues can damage customer trust
- insurance complications – liability cover could be affected if you breach safety regulations
In order to stay compliant, make sure to check with the ecommerce platform you sell on to see what information they have about GPSR.
Where to get support
If you’re unsure about your obligations, here are some resources:
Final thoughts – complying with GPSR
The GPSR is a significant shift for small businesses, but it’s important to act now and make sure you’re compliant.
- review your product range and suppliers
- put safety checks and documentation in place
- assign a responsible person
- keep accurate records of everything
- seek expert guidance if you’re unsure
FAQs about GPSR
Does GPSR apply to secondhand goods?
Yes, unless the product is clearly sold as a collectible or antique not intended for normal use.
Which businesses are exempt from GPSR?
Micro-businesses are still covered by GPSR, but some niche exemptions apply. Always check government guidance.
How does GPSR affect online marketplace sellers?
GPSR means that online marketplace sellers must keep technical documentation, label products correctly, and cooperate with recalls – even if they sell through platforms.
What documents should I keep for compliance?
For GPSR compliance, you should keep records of safety certificates, testing reports, supplier details, and recall procedures.
More guides for selling online
- New regulations for buy now, pay later – a guide for small businesses
- What’s the best UK courier for your small business?
- What is a commodity code? Commodity code checker for businesses
- Is business insurance a legal requirement?
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