Amazon & marketplaces

TikTok Shop GPSR Requirements: Product Information, EU Responsible Person and Safety Information

Last checked against the official texts: 8 November 2026 · Based on Regulation (EU) 2023/988

Short answer

TikTok Shop's public GPSR guide asks EU sellers to provide four kinds of information for each product: manufacturer details, EU Responsible Person details, product identification and applicable warnings and safety information, entered in the Product Compliance part of the listing form. Listings with missing, invalid or inconsistent data may be rejected, restricted or deactivated. These four items mirror Article 19 GPSR, but some fields, such as telephone numbers, are platform requirements rather than GPSR rules for online offers. Cross-border sellers whose manufacturer is outside the EU need a responsible person established in the EU (Article 16), and the data must match the product label.

Key points

TikTok Shop's EU help pages (updated September–November 2026) list Ireland, Germany, France, Italy, Spain, Poland, the Netherlands and Belgium as markets.
The platform asks for manufacturer, EU Responsible Person, product identification and warnings, matching Article 19 GPSR item by item.
The responsible person must be an economic operator established in the EU; TikTok's four options match Article 4(2) of Regulation 2019/1020.
Telephone numbers for manufacturer and responsible person are a platform requirement; the GPSR asks online offers for postal and electronic addresses.
Warnings must appear on the product detail page in the language of the country of sale, as well as on the product, packaging or accompanying documents.

Which EU countries TikTok Shop covers

TikTok Shop runs separate country markets in the EU. The two official TikTok Shop EU help pages we checked (the GPSR compliance guide, updated 30 September 2026, and the EU Restricted Products Policy, updated 6 November 2026) list these markets under 'Applies to': Ireland, Germany, France, Italy, Spain, Poland, the Netherlands and Belgium. Markets are added and changed, so check the 'Applies to' line in Seller Center.

The same policy distinguishes local-to-local (L2L) sellers from cross-border sellers: some categories are open only to approved local sellers, or carry extra limits for cross-border sellers. Check that your shop type may sell a category before listing.

The UK is a separate matter. Great Britain is no longer in the EU and the GPSR does not apply to sales to consumers there; Northern Ireland is different, see GPSR in the UK and Northern Ireland. This guide covers EU markets only.

Legally, whichever country market you use, an offer targeted at EU consumers is deemed to make the product available on the EU market (Article 4 GPSR), and all GPSR duties apply.

The four kinds of information TikTok Shop asks for

TikTok Shop's GPSR guide (platform policy, not law) asks sellers for complete, accurate and current information on the following, placed on the product, packaging or accompanying documentation where the law requires:

Category	Fields or requirements listed	Notes
Manufacturer	Name, full address including postcode, phone number, email	May be based anywhere; the entity that makes the product, or has it designed or made, and markets it under its own name or brand
Responsible person	Name (an EU-based natural or legal person), full EU address with postcode, phone number, email	Must be an economic operator established in the EU; EU subsidiaries or third-party providers may act
Product identification	Model, type, batch number or similar	Must be easy for consumers to see and read, on the product, packaging or an accompanying document
Warnings and safety information	All warnings and safety information required on the product, also shown on the product detail page in the language of the country of sale	TikTok suggests confirming applicable duties with the manufacturer or a lawyer

Where to enter it: according to the guide, for a single listing you choose the correct category under 'Add new product' and complete the Product Compliance section; for many listings you generate an upload template through the bulk edit function under product management. The responsible person and manufacturer details then appear on the product detail page. Menu names change between versions, so follow what your Seller Center shows.

Consequences: TikTok says listings may be rejected, restricted or deactivated if manufacturer or responsible person data is missing or invalid, the responsible person no longer provides the service, identification is missing or does not match the product, warnings are missing, or Seller Center data is inconsistent with the product, packaging, labels or supporting documents. Update the data whenever product or operator details change.

Law vs platform: item by item

The platform rules track the law closely but not exactly. Keeping them apart avoids treating a platform field as a legal duty, and avoids assuming that what the platform does not ask for is not required.

Item	What the law requires	What TikTok Shop asks
Manufacturer data in the offer	Name, registered trade name or mark, postal and electronic address (Art. 19(a) GPSR)	Name, address, phone, email
Responsible person data	If the manufacturer is outside the EU: name, postal and electronic address (Art. 19(b))	Name, EU address, phone, email
Telephone number	Not required in the offer by the GPSR; Article 31(1) of the Digital Services Act requires platforms to let traders provide the economic operator's telephone number	Mandatory: a platform rule
Who can be responsible person	EU manufacturer; importer where the manufacturer is outside the EU; authorised representative with a written mandate; EU fulfilment service provider if none of the others exists (Art. 4(2) Reg. 2019/1020)	The same four options
Technical documentation	The manufacturer keeps it for 10 years (Art. 9(3) GPSR); the responsible person verifies it exists and ensures it can be made available to authorities on request (Art. 4(3)(a) Reg. 2019/1020)	The guide lists keeping technical documentation for 10 years as a responsible person duty
Warning language	A language easily understood by consumers, as set by the Member State of sale (Art. 19(d), Art. 9(7))	Local language on the detail page

On technical documentation, the platform's wording is stricter than the law. A practical way to satisfy both is a mandate clause under which the representative holds a copy or has guaranteed access; see the mandate clause checklist.

Separately, under Article 30 of the Digital Services Act the platform verifies your own identity as a trader (name, address, phone, email, identification document, payment account, trade register and a compliance self-certification). That is a different data set from the product's GPSR information; do not mix them.

Cross-border sellers: who is manufacturer and who is responsible person

TikTok's guide stresses that manufacturer and responsible person are separate fields and that the seller remains ultimately responsible for the accuracy of what is entered. For sellers based in China:

Situation	Manufacturer field	Responsible person field
You sell under your own brand (factory-made)	Your company (Art. 3(8), Art. 13(1) GPSR)	Your EU authorised representative under a written mandate, or your EU subsidiary if it imports in its own name
You resell a factory's or another brand's goods	The brand owner or factory	The responsible person appointed by the brand owner; without one, the product cannot be sold to EU consumers
Shipped from China directly to EU consumers	As above	Only an authorised representative: there is no EU importer, and couriers and postal services are not fulfilment service providers
Shipped from an EU warehouse	As above	Preferably an authorised representative; the warehouse is only a fallback when no other EU operator exists, and only with its written agreement

A frequent error is entering your own Chinese company as responsible person. The responsible person must be established in the EU; an EU VAT number does not change that. Nor should you enter an EU address you have no contract with: TikTok lists a responsible person that no longer provides the service as a reason for deactivation, and without a real, contracted responsible person the product does not meet Article 16. See the EU Responsible Person guide.

Category rules in the Restricted Products Policy

Besides the general GPSR guide, TikTok Shop's EU Restricted Products Policy sets extra requirements per category. GPSR-related examples from the current version:

Electrical products: product images showing the CE marking, battery mark, applicable warnings and WEEE labelling.
Solar panels, lawnmowers and grass trimmers: an EU-based responsible person whose name and address appear on the product or packaging.
Power tools and second-hand electrical products: an explicit requirement to comply with the GPSR.
Breathalysers: manufacturer information and, where applicable, EU responsible person information.

Most of these turn legal requirements into 'what to upload at listing', but the form (which photos to take, for instance) is platform policy. Toys, cosmetics and electronics are also governed by sector law; for CE products such as toys and electronics the responsible person comes from Article 4 of Regulation 2019/1020, because Article 2(1)(b) GPSR disapplies Articles 9–18 for them, while Article 19 still applies. See the toys, electronics and cosmetics white papers.

Article 22: TikTok Shop's own duties as a marketplace

For third-party offers, TikTok Shop is a provider of an online marketplace under the GPSR, and Article 22 binds the platform itself: an interface to provide and display the Article 19 data (para. 9); mechanisms for traders to submit responsible person data and a compliance self-certification (para. 10); action on authority orders about dangerous products within two working days (para. 4); processing safety notices within three working days (para. 8); taking Safety Gate alerts into account (para. 6); suspending, after a warning, traders who frequently offer non-compliant products (para. 11); and notifying buyers directly of recalls (para. 12).

For sellers this means incomplete listings get stopped by platform checks, offers named by an authority disappear quickly, and repeated problems can affect the whole shop. For a cross-platform comparison, see GPSR information required for online selling.

TikTok Shop EU GPSR self-check

Confirm your shop type (local or cross-border) may sell the category, and read the category restrictions
Identify the manufacturer of each product and enter name, full address, phone and email
If the manufacturer is outside the EU, sign a written mandate with an EU authorised representative and get its name, EU address, phone and email
Complete all four kinds of information in Product Compliance, using the bulk template for many listings
Make sure model and batch numbers match the product and appear on it, its packaging or documents
Prepare warnings and safety information in each sales country's language and add them to the detail page
Check Seller Center data against product, packaging, labels and supporting documents
Update every market's listings after changing representative or packaging

Common mistakes

Entering your Chinese company as responsible person
The responsible person must be an economic operator established in the EU (Article 16(1) GPSR, Article 4 of Regulation 2019/1020). A Chinese company in that field fails both platform review and authority checks. Put your company in the manufacturer field and your EU authorised representative, under a written mandate, in the responsible person field.
Data in Seller Center but not on the product
Both the platform guide and the law require the information on the product, packaging or accompanying documents, not just on the detail page. The responsible person goes on the product, packaging, parcel or an accompanying document (Article 16(3)); manufacturer and model go on the product (Article 9(5)–(6)). A mismatch between Seller Center and label is one of the listed reasons for deactivation.
English-only warnings on the detail page
TikTok wants warnings on the detail page in the language of the country of sale, and the law requires the language set by that Member State (Article 19(d)). Selling into Germany, France and Spain means preparing each language. See warning language rules.

Frequently asked questions

What GPSR information does TikTok Shop require in the EU?

According to TikTok Shop's public guide: manufacturer information, EU Responsible Person information, product identification and applicable warnings and safety information, with name, address, phone and email for both manufacturer and responsible person. It is entered in the Product Compliance section when adding a product.

Which EU countries does TikTok Shop operate in?

The TikTok Shop EU help pages we checked (updated September–November 2026) list Ireland, Germany, France, Italy, Spain, Poland, the Netherlands and Belgium. The list may change, so check the 'Applies to' line in Seller Center.

Does the GPSR require a phone number?

Article 19 GPSR requires postal and electronic addresses in online offers, not a phone number. The phone number is a TikTok Shop requirement, in line with Article 31 of the Digital Services Act, which requires platforms to let traders provide the economic operator's telephone number. Enter your responsible person's real number.

Can my EU warehouse be the responsible person?

Only as a fallback: an EU fulfilment service provider is the responsible person for products it handles when there is no EU manufacturer, importer or authorised representative (Article 4(2)(d) Regulation 2019/1020), and it should agree in writing. An authorised representative is the safer choice.

My listing was restricted for GPSR data. What now?

Read the reason in the notice. Common ones are missing manufacturer or responsible person data, a representative that stopped providing the service, a model that does not match the product, missing warnings, or Seller Center data that differs from the label. Correct it, resubmit, and keep label photos and the mandate on file.

Official sources

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.