If you’re operating in the eCommerce space, you’re likely familiar with the General Product Safety Regulation (GPSR). This recent update to EU consumer protection laws ensures that all products, whether sold online or offline, adhere to stringent safety standards. Replacing the General Product Safety Directive (GPSD), the GPSR sets higher requirements for businesses and delineates clearer obligations for online marketplaces. With its implementation on December 13, 2024, it’s imperative for companies to align their operations with these new regulations. Online sellers, marketplaces, and advertisers must ensure that their product information is accurate, transparent, and compliant with safety mandates to avoid penalties, product recalls, or reputational harm.
However, at Lyxel and Flamingo, we’re here to simplify the process. Read on to discover how the GPSR is reshaping eCommerce strategies, from product listings and safety labelling to advertising compliance, consumer trust, and long-term brand positioning.
Decoding the GPSR: A Brief Overview
The EU General Product Safety Regulation (GPSR) aims to strengthen product safety standards across all sales platforms, with a sharp focus on online marketplaces. At its core, the regulation is intended to protect consumers by improving product traceability and placing clear accountability on businesses for the products they sell.
For digital marketers and eCommerce store owners, GPSR introduces stricter rules around product listings, safety disclosures, and the obligations of online platforms to actively monitor and remove potentially unsafe products. Unlike previous frameworks, GPSR is tailored to the realities of today’s digital commerce, which means it’s time to realign your online business to stay ahead of compliance.
What This Means for Digital Marketing
The GPSR brings big changes for how products are marketed online. Essentially, it challenges digital marketers to be more intentional, transparent, and compliant across every touchpoint, from listings and ads to social media posts and email campaigns. So, if you’re in the eCommerce game, here’s what you need to keep an eye out for:
Product Listings
Product Listings are being scrutinized more than ever before. Marketers must ensure that every product description is not only compelling but also accurate, up-to-date, and in line with applicable safety standards. That means emphasizing safety features, certifications, and even potential risks with clarity. It’s not just about selling anymore, it’s about educating and protecting.
Advertisements and Promotions
Advertising & Promotions need to follow suit. Misleading claims or overhyped benefits are a no-go. Whether it’s through paid campaigns, influencer collaborations, or your email marketing strategies, make sure you’re communicating trust, not just features. Adding safety assurances to your campaigns can boost credibility and help your brand stand out in a crowded space.
Social Media Marketing
Social Media Marketing is another key area to watch. Every piece of content, especially user-generated posts, reviews, or influencer shoutouts must align with GPSR standards. That means brands need to keep a closer eye on what’s being said and shared about their products with regard to compliance and accuracy at all times.
Regulatory Framework for eCommerce and Online Marketplaces
When it comes to eCommerce strategies, the pressure is also on platforms like Amazon, eBay, and others to vet sellers and remove unsafe listings promptly. For third-party sellers, this translates into more intense focus towards providing verified safety documentation, transparent descriptions, and accurate product traceability.
Overlooking these updates? This could lead to product removals, penalties, or even getting banned from key marketplaces. To stay ahead, social media marketing agencies and sellers must now collaborate more closely than ever, ensuring every campaign and content piece reflects a GPSR-compliant, customer-first approach.
Selling Through Your Website? Here’s What You Need to Know
If you’re an eCommerce business selling your own products directly through your website, the General Product Safety Regulation (GPSR) now requires you to step up your compliance game. This involves clearly labelling your products and maintaining complete records regarding their origin and safety testing. These aren’t just best practices anymore, they’re legal obligations.
The new rules also cover manufacturers who sell through online marketplaces and importers selling through third-party channels. So, whether you’re creating products or importing them into the EU, here’s what your business should now be prepared to provide:
- The manufacturer’s name, address, and electronic contact details.
- If the manufacturer is outside the EU/EEA/NI, then those of the authorised economic operator.
- Clear product images and type specifications.
- Warnings and safety instructions in a language easily understood by consumers, either attached to the product or included in accompanying documentation.
And there’s more to it. Businesses must also take up new internal responsibilities, such as:
- Establishing a single point of contact for market surveillance and inquiries.
- Maintaining in-depth product and customer information.
- Reporting safety issues using the Safety Business Gateway.
- Cooperating fully with surveillance authorities and other economic operators.
- Implementing internal compliance protocols to ascertain ongoing compliance with the GPSR.
Keep in mind: while these regulations apply to almost all consumer products, there are a few exceptions. Food, animal feed, human-use medicine, live plants and animals, aircraft with minimal safety hazards, and antiques are excluded from the scope of GPSR.
In short, if you want growth in the EU eCommerce market, compliance isn’t optional, it’s your next strategic move.
Challenges in Compliance
One of the greatest challenges in aligning with the General Product Safety Regulation (GPSR) is balancing transparency and product safety requirements with data privacy laws, especially the GDPR. While GPSR demands more rigorous tracking and reporting of product safety issues, GDPR restricts how businesses collect and handle consumer data. For digital marketers, this creates a delicate balancing act.
Your responsibility now is to implement clear consent mechanisms and ensure that any data collected to support product safety compliance is handled ethically and legally. Transparency is key, not just for regulations, but for maintaining customer trust.
Another layer of complexity is added for brands operating globally. The GPSR can establish the benchmark in the EU, but other regions, such as the US or parts of Asia, follow different safety and compliance standards. This means marketers will need to tailor eCommerce strategies, email marketing srategies, and social media marketing efforts to meet the specific standards of each market.
While navigating multiple compliance landscapes can feel daunting, it also presents a golden opportunity. A company that openly communicates its commitment to consumer safety and legal transparency inherently builds trust and loyalty. In this competitive digital era, compliance isn’t just a necessity, it’s a branding advantage.
Vision for the Future
The General Product Safety Regulation (GPSR) isn’t the final stop in the journey toward safer, more transparent online commerce. As eCommerce continues to evolve, so will product safety laws, and digital marketers must stay agile. We can expect further advancements such as stricter traceability standards, AI-powered compliance tracking, and even more accountability placed on online marketplaces in the near future.
But with change comes opportunity. These changes open the door for innovation. Imagine integrating compliance messaging into your ad campaigns, using interactive content to educate consumers about product safety, or employing AI tools to automate product listing checks. These aren’t just good practices, they’re competitive differentiators.
Partner with Lyxel and Flamingo, your trusted social media marketing agency, to ensure your eCommerce brand is not just compliant, but confidently thriving. From crafting transparent product listings and compliant campaigns to building customer trust through smart, data-driven strategies, we’re here to elevate every aspect of your digital presence.
In a world where trust is currency, proactive compliance isn’t just about avoiding fines, it’s about building loyalty, credibility, and long-term growth.
Let’s build safer, stronger, and more successful online experiences together.
FAQs
Does GPSR apply to my eCommerce business?
Yes, the GPSR applies to all eCommerce businesses selling products in the EU, whether directly or through online marketplaces. It ensures your products meet updated safety standards.
What products are affected by GPSR?
The GPSR applies to all consumer products sold in the EU, both online and offline, except for specific exclusions like food, medicines, live animals, and antiques.
What are the key requirements of GPSR for sellers?
Sellers must ensure product safety, provide clear labeling and traceability, share contact details, and report risks via the Safety Business Gateway. They must also comply with documentation and transparency standards.
