Amazon & marketplaces
GPSR Online Selling Requirements: What Every Listing Must Show on Amazon, eBay, Temu, Etsy and Your Own Shop
Short answer
Under GPSR Article 19, every online offer aimed at EU consumers must clearly and visibly show the manufacturer's name, registered trade name or trade mark, postal and electronic address; the EU Responsible Person's name, postal and electronic address where the manufacturer is outside the EU; product identification including a picture and type; and warnings and safety information in the language of the country of sale. Article 22 obliges online marketplaces to let traders enter this data and to act on authority orders, which is why platforms can and do remove non-compliant offers. Own-shop sellers must show the same information themselves.
Key points
- Article 19's four items apply to all online and distance sales: Amazon, Temu, TikTok Shop and your own web shop.
- An offer counts as made in the EU if it targets EU consumers, e.g. by delivery, language or currency (Art. 4).
- CE-marked products covered by harmonisation legislation must also meet the Article 19 display duty.
- Marketplaces must provide fields for this data and act on authority orders within two working days.
- Field names and checks differ by platform; follow each platform's seller help, and keep data identical to the physical label.
When an online offer falls under the GPSR
Article 4 GPSR says products offered online or through other distance sales are deemed to be made available on the EU market if the offer targets consumers in the Union, meaning the operator directs its activities, by any means, to one or more Member States. The Commission's November 2025 guidelines (C/2025/6233, an interpretation rather than law) list factors for this case-by-case assessment: where the product can be shipped, the languages used for the offer or ordering, payment methods, and use of a Member State's currency or a domain registered in a Member State.
So a shop shipping directly from China, with no EU warehouse, is covered if it delivers to Germany and takes euros. The display duty sits in Article 19, part of Chapter III Section 2. Under Article 2(1) and the Commission guidelines, that section also applies to products covered by EU harmonisation legislation, such as toys and electrical products.
According to the guidelines, GPSR obligations apply to any offer made on or after 13 December 2024. The physical-labelling rules do not reach back to units placed on the market earlier, but online offers should be treated separately, and platforms generally ask for the data on all live listings.
Article 19: the four items every online offer must show
| Provision | Information | Example | Notes |
|---|---|---|---|
| Art. 19(a) | Manufacturer's name, registered trade name or trade mark, postal and electronic address | Shenzhen Example Technology Co., Ltd., No. 1 Example Road, Shenzhen, China, [email protected] | Electronic address = email or a website section allowing direct contact |
| Art. 19(b) | If the manufacturer is not established in the EU: name, postal and electronic address of the responsible person under Art. 16(1) GPSR or Art. 4(1) of Regulation 2019/1020 | EU Rep Example GmbH, Musterstraße 1, 10115 Berlin, Germany, [email protected] | Must match the label |
| Art. 19(c) | Information identifying the product, including a picture, its type and any other product identifier | Main image, model EX-1000, EAN barcode | Model must match the rating plate |
| Art. 19(d) | Any warning or safety information that must be on the product, packaging or accompanying document under the GPSR or harmonisation legislation, in a language set by the Member State of sale | Age warning and battery precautions in German on a German listing | What is on the box must also be online |
These items mirror the physical label; see GPSR label requirements for the label side.
What 'clearly and visibly' means in practice
Article 19 requires the offer to indicate the information 'clearly and visibly', and Article 22(9) requires marketplaces to ensure it is displayed or easily accessible on the product listing. No layout is prescribed. Safe practice:
- Visible before purchase: on the product page, not only in confirmation emails or inside the parcel.
- As text: show manufacturer and Responsible Person data as text, not only inside an image. The Commission guidelines, discussing complaint channels, warn against putting everything in pictures that screen readers cannot read.
- Right language: warnings in the language of the country of sale, in every language version of the page.
- Earlier warnings where sector law says so: Article 11 of the Toy Safety Directive requires purchase-relevant warnings, such as age limits, to be clearly visible before purchase, including online.
- Consistent with the product: manufacturer, Responsible Person and model online must match the physical label.
Article 22: marketplace duties and what they mean for you
Article 22 applies to providers of online marketplaces and builds on the Digital Services Act. The parts that affect sellers most:
| Marketplace duty | Provision | Impact on sellers |
|---|---|---|
| Register with the Safety Gate Portal, designate a single contact point for authorities and one for consumers on product safety | Art. 22(1)–(2) | Complaints and orders reach the platform, and then your listing, quickly |
| Design the interface so traders can provide the Article 19 information, displayed or easily accessible on the listing | Art. 22(9) | New mandatory fields; offers without them may be blocked or hidden |
| Internal processes letting traders submit that data and a self-certification that they offer only compliant products | Art. 22(10) | You may have to tick or sign a compliance statement; make it truthfully |
| Act on authority orders to remove content or disable access within two working days | Art. 22(4) | Offers named by an authority disappear fast |
| Process product-safety notices within three working days | Art. 22(8) | Consumer or third-party reports can trigger review |
| Take Safety Gate alerts into account in voluntary measures | Art. 22(6) | Products matching a Safety Gate alert may be removed proactively |
| Suspend, after a warning, traders who frequently offer non-compliant products | Art. 22(11) | Repeat problems can affect the whole account |
| Inform the economic operator when an offer of a dangerous product is removed; notify buyers of recalls | Art. 22(12)(a)–(b) | Watch your notifications; recall notices reach your customers via the platform |
The Commission guidelines note that some duties (interface design, suspension of repeat offenders, random checks) apply only to medium and large platforms and to micro or small ones designated as very large online platforms. That does not change your own obligation: if a platform has no dedicated fields, Article 19 still requires the information in your offer, for example in the description.
How the main platforms handle it (public information only)
This summarises what each platform has stated publicly. Menus and rules change, so always check the platform's current seller help:
| Platform | Publicly stated approach | Stated consequence |
|---|---|---|
| Amazon EU | Submit Responsible Person, manufacturer and safety information (PDF or PS01–PS06 images) via the regulatory-compliance page in Account Health or the compliance management page, separately per EU store | Non-compliant offers, e.g. with invalid information or expired contracts, are deactivated; see Amazon recovery guide |
| eBay | Manufacturer and EU/Northern Ireland Responsible Person details in the listing (bulk tools available); identifiers in item specifics; safety information as pdf, jpg or png, in the local language | Listings missing GPSR data may not be visible or purchasable for EU and NI buyers; visibility returns once data is added |
| Etsy | Manufacturers and product safety info fields in the listing form, plus an EU-based economic operator on the account; sellers can opt out of selling to GPSR regions | Etsy stresses that products cannot be placed on the EU market without an EU-based economic operator |
| Temu | A German traders' association news site reported in November 2024 that Temu requires manufacturer data, images, identification and warnings, provides guidance and tools, and compares labels with listings | The report says mismatched products are removed; check Temu's Seller Center notices |
| TikTok Shop | We found no publicly accessible official GPSR guidance | Check TikTok Shop Seller Center help |
| AliExpress | We found no publicly accessible official GPSR guidance | Check AliExpress seller help |
| Own shop (Shopify-type) | The shop-builder is usually not an online marketplace; you are the operator making distance sales, so Article 19 applies to you directly. Use product templates, custom fields or apps | National market surveillance authorities act against you directly |
Note: eBay and Etsy both state that the GPSR also covers Northern Ireland. eBay says its understanding is that products placed on the market before 13 December 2024 in line with the old directive may not need the extra data, while the Commission guidelines say GPSR obligations apply to any offer made on or after that date. Given the difference, completing the data on all live listings is the safer course.
Own-shop product page checklist
Without a marketplace designing the fields for you, hand this list to whoever builds your product pages:
- A 'product safety information' block on every product page sold to the EU, visible before the buy button.
- Manufacturer name, registered trade name or mark, postal and electronic address.
- EU Responsible Person name, postal and electronic address if the manufacturer is outside the EU.
- Clear product images, model and other identifiers such as EAN.
- Warnings and safety information in each sales language, on every language version.
- Downloadable PDF of the manual or safety information.
- Information as text, readable by screen readers and authority tools.
- Data identical to the physical label, updated whenever the representative or manufacturer data changes.
- A public complaints and accident-reporting channel (Art. 9(11)), such as a safety email or contact form.
- Dated screenshots of each page version for authority enquiries.
Unsure whether your product is in scope? Take the three-step compliance check, and read the EU Responsible Person guide if you do not have one yet.
Online offer GPSR self-check
- Every EU-facing offer shows manufacturer name, trade mark, postal and electronic address
- Responsible Person name, postal and electronic address shown where the manufacturer is outside the EU
- Product images, model and other identifiers shown and matching the product
- Warnings and safety information in each country's language
- GPSR fields completed on every platform and every store
- Platform data checked against label and packaging
- Own-shop pages show the safety block before checkout
- Platform notifications monitored and removal or document requests answered promptly
Common mistakes
Assuming the platform fields are enough
Article 19 is the seller's own duty. Some platforms have no dedicated fields, and field content is not always shown to buyers. Check that consumers can actually see manufacturer, Responsible Person, identifiers and warnings before they order.
Warnings only in an image or only in English
Warnings must be in the language of the country of sale (Art. 19(d)) and are best shown as text. A single English warning graphic may fail the language rule and cannot be read by screen readers or authority tools.
Online data that differs from the label
If the listing names a different manufacturer, representative or model from the label, platforms may remove it and inspectors will ask why. After changing representative or packaging, update every platform and every store.
Frequently asked questions
What GPSR information must an online listing show?
Article 19 lists four items: manufacturer name, registered trade name or mark, postal and electronic address; the EU Responsible Person's name, postal and electronic address if the manufacturer is outside the EU; product identification including a picture and type; and warnings and safety information in the language of the country of sale.
I only sell through my own website from China. Does GPSR apply?
Yes, if your offer targets EU consumers (Art. 4). Shipping to EU countries, EU languages, payment methods and currency are among the factors. Your product pages must show the Article 19 information and the product needs an EU Responsible Person.
The marketplace has no GPSR fields. Do I still need to show the data?
Yes. Article 19 is your own obligation. The Commission guidelines say some marketplace duties apply only to larger platforms, so smaller ones may lack fields; put the information in the description so buyers see it before ordering.
Do CE-marked products need the Article 19 information online?
Yes. Article 2(1) GPSR keeps Chapter III Section 2, including Article 19, applicable to products under harmonisation legislation, so electronics, toys and other CE products need it too.
Where do I enter GPSR data on TikTok Shop or AliExpress?
We found no publicly accessible official GPSR guidance for these two platforms, and back-end locations change. Search the Seller Center help or announcements for GPSR, responsible person or manufacturer and follow the current instructions.
Official sources
- Regulation (EU) 2023/988 on general product safety, Articles 4, 19 and 22 (EUR-Lex)
- Commission Notice C/2025/6233 – GPSR guidelines for businesses (EUR-Lex)
- Amazon Seller Forums (News): Prove GPSR compliance on the Account Health page
- eBay Seller Center: General Product Safety Regulation (GPSR)
- Etsy Help: What is the General Product Safety Regulation (GPSR)?
- Directive 2009/48/EC on the safety of toys, Article 11 (EUR-Lex)
This guide explains Regulation (EU) 2023/988 in plain language. It is general information, not legal advice. Requirements can depend on your product, other EU laws and the member state — check the official text and, for your own case, a qualified adviser.