GPSR Regulation - What is it?

Key Takeaways

• Enforcement is Live: The transition period is over. In 2026, bots and border agents actively block shipments lacking a "Responsible Person."
• Digital Audit Risk: Compliance isn't just for the physical box; your online product listings must now display safety contacts to avoid delisting.
• UK as a Third Country: UK sellers must treat the EU as a distinct regulatory zone and maintain mandatory EU-based representation.
• Traceability is Non-Negotiable: Vague batch codes are causing seizures. Every unit needs a precise, traceable serial or batch number.

It has been over a year since the General Product Safety Regulation (GPSR) came into full force on December 13, 2024, replacing the decades-old directive. For e-commerce sellers shipping to the European Union, the era of "education and warnings" is officially over. In 2026, we have shifted into a phase of strict enforcement. Market surveillance authorities across Member States have stepped up their checks, and major marketplaces like Amazon and eBay are now routinely delisting products that lack the required compliance data.

For businesses in the UK, USA, and other non-EU territories, GPSR compliance is no longer just a regulatory box to check; it is a condition of entry. If you are still relying on old labeling practices from 2024, your goods are now at high risk of being seized at the border or rejected by fulfillment centers.

In this guide, we review the core pillars of GPSR as they stand in 2026 and highlight common pitfalls sellers face today.

The Core Principle: "No Responsible Person, No Entry"

The most significant hurdle for cross-border sellers remains the Responsible Person requirement. By 2026, customs authorities have become adept at flagging shipments that lack a valid EU-based economic operator.

If you are shipping directly to consumers (B2C) from outside the EU, you cannot simply be your own "Responsible Person" if you lack a physical establishment in the Union. You must have one of the following established in the EU:

• A Manufacturer: If you have an EU factory or office.
• An Importer: If you sell B2B to a distributor.
• An Authorized Representative: A third-party service provider paid to hold your technical files.
• A Fulfillment Service Provider: If your stock sits in an EU warehouse, they may take this role, though many are increasingly reluctant due to liability risks.

For sellers managing their own imports, understanding the interaction between the Responsible Person and VAT rules is critical. See our guide, "What is IOSS?" to ensure your tax and safety compliance align, as both are now checked simultaneously.

The Digital Labeling Trap

One of the GPSR's modernizations was extending labeling requirements to online listings. In 2026, regulators are using web scraping bots to automatically audit product pages.

It is not enough for the safety information to exist on the physical box. Your online product description must explicitly display the contact details of the Responsible Person and the manufacturer, along with a product image and safety warnings.

A common mistake we see in 2026 involves "dynamic" inventory. If you switch suppliers or Responsible Persons, you must update every single product page. Failing to do so creates a discrepancy between the digital listing and the physical product, an easy trigger for a compliance audit that can freeze your account.

Does GPSR Apply to UK Sellers in 2026?

For UK businesses, GPSR is now fully integrated into daily operations.

• Selling to the EU: Yes, absolutely. UK sellers are "third-country" operators. You must label products with EU contact details.
• Selling to Northern Ireland: Yes. Under the Windsor Framework, Northern Ireland follows EU product safety rules. Shipments from Great Britain to Belfast must comply with GPSR, which requires a Responsible Person.
• Selling within Great Britain: No. GB retains its own safety framework. However, most UK brands now dual-label their products to serve both markets efficiently without separating stock.

Traceability: The 2026 Standard

The GPSR’s requirement for traceability has pushed many sellers to upgrade their inventory management systems. Every unit sold must be traceable back to a specific batch or production run via a type, batch, or serial number.

In 2026, batch codes with vague information are being rejected. If a safety recall occurs, you must be able to identify precisely which customers bought items from the affected batch. If you cannot, you may be forced to recall all units sold, a financial disaster for any SME.

Checklist: Maintaining Compliance in 2026

To ensure your supply chain remains uninterrupted this year, perform this four-point audit:

1. Verify Your Responsible Person: Are they still active? Do they have your latest technical files?
2. Audit Your Listings: Randomly check 10 of your product pages. Do they show the Responsible Person's email and address?
3. Check Returns Data: Are returns being flagged for "non-compliance" or "insufficient documentation"?
4. Review Customs Docs: Ensure your CN22/CN23 forms are accurate, as these are often the first line of inspection.

Compliance in 2026 is about consistency. The rules are clear, the enforcement is active, and the cost of non-compliance is simply too high to ignore.