What information must an online product listing show under GPSR?

Article 19 requires the manufacturer's name, trade name or trademark with postal and electronic address, the EU responsible person where the manufacturer is outside the EU, information identifying the product including a picture and type, and any warning or safety information in a language consumers easily understand.

Does GPSR apply to B2B products?

GPSR applies to products intended for consumers or likely to be used by consumers, including products first designed for professionals that may migrate to consumer use. Purely professional products are outside its scope.

Is there official guidance on applying GPSR?

Yes. The Commission published guidelines for businesses on the general product safety legislative framework on 21 November 2025 (C/2025/6233).

GPSR Explained: Product Safety Data Rules Under (EU) 2023/988

The General Product Safety Regulation (GPSR), Regulation (EU) 2023/988, is the EU law that sets baseline safety requirements for non-food consumer products and has applied since 13 December 2024. For product data teams, its central effect is that product identifiers, manufacturer and EU responsible person details, and warnings or safety information must appear on the product and in every online offer, which turns safety information into mandatory structured content.

What is the GPSR and who does it apply to?

GPSR replaced the General Product Safety Directive 2001/95/EC. It entered into force on 12 June 2023 and has applied since 13 December 2024. It covers consumer products placed on the EU market, online or offline, to the extent that more specific EU legislation (for example on toys, cosmetics or electrical equipment) does not regulate the same safety aspect. It also covers second-hand, repaired and reconditioned products, with exceptions such as antiques, and Article 6 lists cybersecurity features and the effects of software updates among the aspects considered when assessing the safety of connected products.

Obligations fall on several actors:

Manufacturers: safety assessment, technical documentation, product identification and instructions.
Importers and distributors: checks that the product carries the required information.
Responsible economic operator in the EU (Article 16): required for products placed on the market, with tasks such as verifying documentation and cooperating with authorities.
Online marketplaces (Article 22): registration in Safety Gate, a single point of contact and an interface for traders.
Fulfilment service providers where no other economic operator is established in the EU.

Which product data does GPSR require?

GPSR requires data on the product itself and in distance sales. The table summarises the main data points.

Data point	On product or packaging	In online offers (Article 19)
Type, batch or serial number	Required (Article 9)	Product identifier required
Manufacturer name, trade name or trademark	Required	Required
Manufacturer postal and electronic address	Required	Required
EU responsible person name and contact	Required where applicable	Required where manufacturer is outside the EU
Product picture and type	Not applicable	Required
Warnings and safety information	Required, in local language	Required, in a language easily understood
Instructions	Required where needed for safe use	Commonly provided as linked documents

Where size or nature prevents placing information on the product, it may appear on the packaging or an accompanying document. Online offers must show the Article 19 information clearly and prominently in the listing itself.

What does GPSR mean for PIM and syndication?

GPSR makes safety and operator data a required attribute set for every channel. In PIM this typically means:

Structured operator entities for manufacturer and responsible person, linked to products, instead of free text per item.
Localised warnings managed as translatable, reusable text blocks per market, as described in multilingual product content.
Mandatory channel fields in syndication mappings for marketplaces and retailers, which many platforms now enforce; see marketplace content requirements.
Document management for instructions and safety information, with version and language control.
Validation rules that block publication when Article 19 fields are empty, part of a wider product data governance model.

How do accidents and recalls affect product data?

GPSR adds reporting and recall duties that depend on accurate product data. Manufacturers must notify accidents caused by a product through the Safety Business Gateway (Article 20). Recalls follow a standard recall notice structure and offer consumers remedies such as repair, replacement or refund (Articles 35 to 37). Fast and complete recalls require identifiers, batch data, pictures and channel listings that can be retrieved per product. Economic operators must also be able to identify the operators that supplied them and those they supplied, under the traceability rules in Article 18.

What is the status of GPSR guidance?

The Commission published guidelines for businesses on the general product safety framework on 21 November 2025 (C/2025/6233), covering topics such as online sales information and the responsible person. As of 17 October 2026 no amendment to Regulation (EU) 2023/988 had been adopted. Member States set penalties nationally, and market surveillance authorities act through the Safety Gate system.

Practical next steps

Audit every live product for complete Article 19 information in each channel.
Model manufacturers and EU responsible persons as linked entities with verified contact details.
Store warnings as localised, approved text blocks and link instructions as versioned documents.
Connect batch and identifier data to recall processes and test retrieval.

For PIM selection and RFP guidance, see PIM Selection.