Product Safety Regulation (GPSR) in Europe - What retailers need to know now

The EU Product Safety Regulation (GPSR) introduces new requirements for companies that sell products in the EU and aims to improve product safety and strengthen consumer rights. Companies must ensure that they implement the new regulations in good time in order to avoid sanctions and continue to be able to distribute their products in a legally compliant manner.

EU Product Safety Regulation: What it says and when it comes into force

The EU Product Safety Regulation (General Product Safety Regulation) is a comprehensive regulation aimed at improving the safety of products sold in the European Union (EU). The regulation was adopted last year and comes into force on 13 December 2024. It replaces the previous Product Safety Directive and modernises the existing rules to better respond to the challenges of today's product landscape, particularly with regard to digital products and services. The GPSR sets out requirements for manufacturers, distributors and importers to ensure that products are safe and do not pose risks to consumers.

Aspects of the regulation

• Safety requirements: Products must be safe and comply with established safety standards.

• Risk management: Manufacturers are obliged to implement an effective risk management system to identify and eliminate potential hazards at an early stage.

• Information obligations: Companies must ensure that consumers are informed about the risks of products and have access to relevant information.

• Market surveillance: The GPSR strengthens the role of national market surveillance authorities and specifies how they are to monitor compliance with the regulations.

• Legal consequences: Significant penalties can be imposed for violations of the GPSR, ranging from fines to product recalls.

Which products are covered by the GPSR and which are not?

The EU Product Safety Regulation (GPSR) applies to a large number of products that are placed on the market within the European Union - regardless of whether the distributors are based in the EU. This primarily includes all non-food-related products. This specifically affects the following product categories, for example:

• Fashion, sneakers and jewellery: Information on materials and, if applicable, warnings should be added here.

• Electronics and bicycles: These product groups are a particular focus of the GPSR and require detailed safety information and clear labelling from the manufacturer.

• Pet food, protein shakes and food supplements are generally covered by other EU directives (such as food laws), but caution is required as accessories and non-food products such as food bowls or shakers may be covered by the GPSR.

Products to which the GPSR generally applies:

• General consumer goods: products for personal use, such as toys, electronics, furniture and household appliances. These products must be safe and comply with the specified safety standards.

• Digital products: Products that combine physical components with digital functions, such as smart home devices or software applications. Digital services that are linked to physical products are also covered by the regulation.

• Products with safety risks: Products that may pose potential risks to the health and safety of consumers are covered by the GPSR, e.g. products that are highly flammable or contain chemicals.

Products to which the GPSR does not apply:

• Specific regulated products: Products that are already covered by other specific EU directives, such as medical devices, human and veterinary medicinal products, food or feed or cosmetic products. These are subject to their own specialised regulations.

• Industrial products: Products intended exclusively for professional or industrial use, such as industrial machinery or tools, are excluded from the GPSR.

• Special exceptions: Products such as military equipment, personal protective equipment (in certain circumstances) and products subject to certain chemical safety regulations, are also not covered by the GPSR.

To which retailers does the GPSR apply?

The EU Product Safety Regulation (GPSR) applies to all distributors who offer products on the European market, regardless of whether they manufacture, import or distribute them. Retailers must ensure that the products are safe and fulfil the requirements set out in the regulation.

• Online and stationary retailers: Regardless of whether the sale takes place via online platforms such as Shopify, Amazon, eBay or stationary in-store, all retailers are obliged to fulfil the safety requirements of the GPSR. Retailers who sell their products via DIY marketplaces such as Etsy & Co. must also label their products accordingly.

• Manufacturers: If retailers manufacture their own products or market them under their own name, they are considered manufacturers and must therefore also fulfil the obligations of a manufacturer, e.g. risk assessment and product safety tests.

• Importers: Distributors who import products from non-EU countries are responsible for ensuring that these products comply with European safety standards, as they are considered distributors on the EU market.

• Distributors and resellers: Retailers who resell products that they purchase from a manufacturer or importer must also ensure that the safety requirements are met.

What retailers now need to consider and how they can implement the Product Safety Regulation in their shop

We show you at a glance - with the introduction of the GPSR, the following adjustments are necessary to ensure that products comply with the new requirements:

1. Manufacturer and importer information

   • For products manufactured outside the EU, retailers must clearly display the name and contact details of the manufacturer and importer.

2. Safety and warning notices

   • For products with potential risks, warnings should be easily accessible and clearly placed on the product page.

3. Product identification

   • Each product requires unique labelling, such as a serial number or article number, in order to be able to clearly identify it for recalls or safety enquiries.

4. Information obligation for product recalls

   • Retailers must ensure that affected customers can be informed quickly in the event of a recall.

5. Detailed material and origin information

   • Products must contain specific information on the material and origin so that customers can view all the necessary information on the safety of the product.

To delve a little deeper into the matter, we would like to explain some of the points in more detail. By the way, we'll explain how to implement the changes in Shopify (or have them implemented) in the next paragraph!

Security requirements

Merchants must ensure that their products comply with the applicable safety requirements of the GPSR. This means that all products they sell must be checked for safety risks. A thorough risk analysis should be carried out to identify potential hazards and take appropriate risk mitigation measures.

Documentation and traceability

Distributors should provide complete technical documentation containing all safety-related information on the products. Each product must be clearly identifiable in order to be able to react quickly and effectively in the event of a problem. Complete traceability is crucial.

Customer information and transparency

Products must be clearly labelled with appropriate warnings and instructions for use to ensure safe use by consumers. Retailers should proactively communicate information about safety standards and guidelines to increase customer confidence.

Monitoring and recalls

Retailers should continuously monitor the safety of their products and be able to act quickly in the event of safety incidents, e.g. through recalls. A clearly defined process for recalls should be implemented in order to be able to react quickly in the event of an emergency.

How can the changes to the Product Safety Regulation be implemented in Shopify?

Within Shopify, you can use various tools and methods to efficiently implement the GPSR requirements. In general, the required GPSR information can also be included directly in the product description, which is a quick solution for smaller shops in particular. However, it is important that the information is clearly structured and clearly visible so that customers can find all the necessary information at a glance.

Here are other ways to ensure a standardised presentation and easy updating:

Use metafields for additional product information

• Shopify metafields offer a flexible way to store manufacturer information, warnings and identification numbers and display them automatically on product pages.

• Instructions: Under ‘Settings > Metafields’ you can add new fields for manufacturer information, safety warnings and product information. These can then be filled in for each product and displayed directly on the product page.

Customise the product pages in the theme

• The new information can be integrated into the Liquid template of the Shopify theme so that it appears on the product pages.

• Example: Place metafields for manufacturer information and warnings in a prominent position on the product page to fulfil legal requirements.

Use Shopify Flow for automations

Automated checks: With Shopify Flow, workflows can be created to ensure that all relevant metafields for manufacturer and security information are filled in before a product is published.

• Action: A workflow that is triggered every time a product is added or edited and checks whether mandatory fields such as manufacturer, contact details or identification numbers are filled in.

• Trigger: Product is created or updated.

• Action: Sends a notification or an internal task if mandatory fields are missing.

Customer notifications for product recalls: Create a workflow that automatically notifies customers of recalls and takes the affected product offline.

• Action: A recall management workflow that sends an email notification to the team and/or affected customers if a product requires a recall.

• Trigger: A specific tag or metafield change (e.g. recall status) on the product.

• Action: Adjustment of the product description or status (e.g. take offline).

Product tagging for security categories: Flow can also be used to automatically tag products that require safety checks or contain certain warnings.

• Action: If a product does not contain certain data fields such as the manufacturer number or safety labelling, Flow can send a warning to the support team or the customer.

• Trigger: Product is published.

• Action: Notification with request for verification.

Conclusion

The EU Product Safety Regulation (GPSR) brings significant changes for retailers in Europe. In order to operate with legal certainty, retailers must ensure that all products comply with the new safety requirements, that clear information and traceability systems are implemented and that consumers are informed transparently about potential risks. The regulation affects a wide range of consumer goods, both in bricks-and-mortar and online retail, and requires companies to take a proactive approach to product safety and customer communication. Those who deal with the new requirements at an early stage can minimise risks and secure competitive advantages.