Product Safety Regulation (GPSR) on eBay: How to Implement it Successfully

“Safe sells better,” says the new EU regulation. Since 13 December 2024, anyone selling products in the EU must provide more than just good prices. The new General Product Safety Regulation (GPSR) requires clear information, visible responsibilities, and full transparency, also on eBay. Whether а small individual business or experienced online retailer, the requirements apply to everyone.

What was previously a recommendation is now an obligation. Product information, contact points, and safety warnings, missing any of these can become expensive. Those who do not adapt risk warnings, sales bans, or fines. In this guide, we show you how to make your eBay listings simple, legally compliant, and GPSR-safe. Step by step, without bureaucratic confusion, but with maximum clarity.

What are Product Safety Regulations, and why were they introduced?

The Product Safety Regulation (General Product Safety Regulation, GPSR, Regulation (EU) 2023/988) was introduced to adapt consumer protection in the EU to the realities of digital commerce. Especially marketplaces like eBay, Amazon, or Etsy have globalized product distribution, but the previous legislation dated back to a time before smartphones and platform economies. The GPSR regulation brings order to exactly this area.

The aim of the regulation is to ensure that every product on the EU market is safe, regardless of whether it is sold through a store in Cologne or by an online retailer in Shanghai. The new rule replaces the outdated Product Safety Directive 2001/95/EC and raises safety standards to a modern, uniform level across Europe.

It is the new backbone of product safety in Europe, truly the General Product Safety Regulation (GPSR).

Especially important: The General Product Safety Regulation (GPSR) establishes legal responsibility for online marketplaces for the first time. This means eBay must also comply and requires sellers to provide clear information, product safety documentation, and a so-called “responsible person.” The aim is to prevent dangerous or unclear listings before they go live, and the eBay Product Safety Regulation applies here in full.

Who does it apply to?

The General Product Safety Regulation (GPSR) protects all consumers in the EU, regardless of where a product comes from. The regulation applies whenever a product is intended for private end use. This means as soon as you sell a product to private individuals in the EU, the requirements of the GPSR apply. It is not relevant whether you are a manufacturer, dealer, or importer, or whether your company is based inside or outside the EU.

Attention: Products that are offered as used or refurbished also fall under the GPSR, as long as they are functional and intended for the consumer market. For sellers wondering whether compliance with the GPSR regulation also applies to second-hand goods: yes, if the products are relevant to safety, the regulation applies in full.

Who is the manufacturer?

According to the General Product Safety Regulation (GPSR), a manufacturer is anyone who:

• produces a product themselves or has it produced,
• sells it under their own name or brand (rebranding also counts!),
• or modifies an existing product in such a way that new safety requirements may apply.

Important: The manufacturer is not always the production company. For example, if you import a generic product from China and add your logo, you are legally considered the manufacturer, including all obligations. And these obligations do not begin only with the CE marking but already with the documentation of safety features according to the GPSR regulation.

Side fact: Many sellers active on eBay are manufacturers without knowing it, especially when they assemble product sets or label neutral products with their own information. That is why compliance with the GPSR is a central issue for eBay sellers.

Which products?

The General Product Safety Regulation (GPSR) applies to all consumer goods intended for private use, regardless of whether they are brand new, used, or refurbished. The decisive factor is solely the intended use in the domestic environment. Typical product examples include:

• Electronic items (e.g., kitchen appliances, chargers, lamps)
• Clothing and other textiles
• Toys
• Furniture
• Cosmetic products
• Tools and accessories for DIY enthusiasts
• Household items of all kinds
• Products for babies and children

Excluded are goods that are already covered by specific EU regulations, for example, medical devices, food, or motor vehicles. These products continue to be regulated by their own legal frameworks (e.g., MDR, FIC, etc.).

Special feature: Digital devices with physical components, such as smartwatches or IoT products, also fall under the GPSR. Additional requirements apply here regarding IT security and safety-relevant software updates.

Who is the responsible person?

The so-called "Responsible Person" is a central innovation of the GPSR regulation, and mandatory for all products manufactured outside the EU and sold within the EU.

Without a designated responsible person, a product may no longer be offered, neither on eBay nor on other platforms. eBay GPSR compliance sets clear requirements here.

This person (or company) must be based in the EU and take on the following tasks:

• Providing conformity and safety documents upon request by authorities
• Cooperating with market surveillance authorities
• Complying with notification obligations in case of unsafe products
• Ensuring product compliance with the GPSR requirements

The responsible person according to the GPSR regulation can be:

• a branch office of the manufacturer within the EU,
• an importer based in the EU,
• a fulfillment service provider (under certain conditions),
• or an externally appointed representative with a written agreement.

Anyone acting as an eBay seller importing goods from third countries must ensure that a responsible person is documented, compliance with the GPSR regulation is increasingly being checked by eBay itself. The general product safety regulation (GPSR) for eBay sellers is no longer a side issue but a business foundation.

How do you implement GPSR requirements on eBay?

The theory is clear, but what does implementation look like in everyday business? Especially on platforms like eBay, it’s not only important that you meet the GPSR requirements on eBay, but also how visibly you demonstrate compliance. eBay GPSR compliance is increasingly checked automatically to ensure that listings meet the requirements of the GPSR regulation on eBay.

Here are the key components for successful implementation:

Contact information

eBay already requires commercial sellers to provide legal notice information. However, under the general product safety regulation (GPSR), a clearly identifiable responsible person for each product is mandatory, with the following details:

• Name of the responsible person or company
• Postal address within the EU
• Email address or telephone number

This information must be visibly placed in the listing. Ideally, as a fixed section in the product description or, if available, directly in the “Manufacturer Information” field. Important: the data must be current and reachable. Without this information, the eBay General Product Safety Regulation is not fulfilled, and the listing may be blocked.

Product safety information

The GPSR not only specifies who is responsible but also what must be known about the product. This includes:

• Warnings (age, weight, usage restrictions)
• Material information, especially for textiles, toys, or electronic devices
• Technical data (e.g., voltage, power, CE certification)
• User instructions (also available as a PDF download)
• Information on safe disposal (e.g., for batteries or electronics)

These details must be clear, complete, and easily accessible. eBay provides dedicated fields for this in the listing editor, use them as thoroughly as necessary. Anyone who takes the eBay Product Safety Regulation seriously should not just enter the minimum information here but offer real added value for the customer.

Warnings

One particularly critical area under the general product safety regulation (GPSR) is safety warnings. They are mandatory whenever a product carries specific risks, such as:

• Small parts that can be swallowed in toys
• Heat generation in electronic devices
• Risk of cuts from tools
• Chemical ingredients in cosmetics

These GPSR warnings and safety information must be clearly visible before purchase, not hidden in fine print. On eBay, it is recommended to place these warnings within the first paragraphs of the product description or, if available, as a separate notice field. This is the only way to ensure eBay GPSR compliance in a practical and legally secure manner according to the eBay product safety regulation.

Example:

Warning: Not suitable for children under 36 months. Risk of choking due to small parts.

Violations of this obligation are considered a “serious risk” under the eBay general product safety regulation (GPSR) and may lead to immediate delisting or a sales ban. Compliance with the GPSR regulation is therefore not just a legal requirement but also a mark of quality in online trading.

Consequences of violating the GPSR regulations on eBay

Compliance with the General Product Safety Regulation (GPSR) is mandatory for sellers on eBay, it is not a voluntary option. Those who ignore the requirements must expect direct consequences. Especially on platforms like eBay, which actively monitor compliance, incomplete information or missing safety warnings can quickly become a serious problem.

1. Delisting by eBay

eBay is legally obliged to remove products with safety deficiencies from the platform, either automatically or at the request of relevant authorities. In concrete terms, this means that items that do not meet the GPSR requirements on eBay can be taken offline without prior warning. Listings without a named GPSR responsible person or with insufficient product safety are particularly at risk.

2. Fines and warnings

Both national market surveillance authorities and EU bodies are allowed to impose significant fines, sometimes in the five-digit range. In addition, there is a risk of competition-related warnings from competitors or consumer protection organizations if the products offered do not comply with the GPSR regulation.

3. eBay account suspension

In the case of repeated violations, eBay can permanently block the business seller account. Sellers who regularly ignore the eBay product safety regulation risk not only the removal of individual items but complete exclusion from the marketplace. For small traders on eBay, this can have existential consequences.

4. Liability Risks in Case of Personal Injury

If an unsafe product causes personal injury and valid safety documentation is missing, the seller bears full responsibility, even if the manufacturer is located outside the EU. If there is no GPSR responsible person or importer, the provider on eBay is automatically liable.

Violations of the GPSR for eBay sellers are not just a legal risk, they can jeopardize the entire business model. That is why it is essential not only to know the GPSR requirements on eBay but also to implement them consistently.

Adapting eBay listings to the eBay Product Safety Regulation

The good news: With a structured approach, compliance with the GPSR regulation can be systematically implemented, even for larger product portfolios. It is essential to revise existing processes, standardize listing data, and clearly define legal responsibilities. Only in this way can eBay GPSR compliance be ensured in the long term.

Step 1: Inventory Review

Before making any changes, you need a complete overview of your eBay listings. This applies not only to published products but also to drafts and planned listings.

• Which products are intended for end users and are therefore subject to the general product safety regulation (GPSR)?
• Are the manufacturer, importer, or GPSR responsible person correctly and completely specified, including an address within the EU?
• Does each product have declarations of conformity, safety documents, or test reports (e.g., CE certificates)?

This inventory review forms the basis for all further actions. Without it, compliance with GPSR requirements on eBay is not legally feasible.

Step 2: Review Your Listing Structure

All content in your eBay product listings must fully comply with the eBay product safety regulation. This applies not only to newly created listings but also to existing active offers, which must be revised if necessary to meet GPSR requirements on eBay.

Pay particular attention to the following aspects:

• Is the manufacturer clearly specified?  
  The name should be clearly identifiable and traceable for buyers and market surveillance authorities.
• Has a GPSR responsible person been indicated?  
  The name, address, and contact details of this person must appear completely and correctly in the listing.
• Are all required GPSR warnings and safety information included?  
  This includes warnings about small parts, chemical components, age restrictions, or usage limitations.
• Is there an accessible user manual?  
  It should be provided either as a PDF download or in physical form.
• Are all relevant technical data clearly stated?  
  Examples include information on voltage, materials used, or a CE marking.

If such information is missing or incomplete, eBay may automatically intervene. Many GPSR regulation violations on eBay are now detected through technical inspection routines and sanctioned accordingly.

Step 3: Define Internal Processes

Compliance with the General Product Safety Regulation (GPSR) is not a one-time task but an ongoing part of product responsibility. To minimize risks, responsibilities within the company must be clearly defined.

Make sure that:

• A specific contact person for product safety is designated, also internally.
• External service providers or suppliers know which information you require.
• New products are checked for GPSR compliance before publication.
• All involved parties (e.g., purchasing, product management, customer service) are trained regarding GPSR requirements.

A functioning process protects against fines and facilitates responding to requests from authorities or eBay itself under the eBay General Product Safety Regulation.

Step 4: Provide Documentation

Simply including information in your eBay listings is not enough, you must be able to provide proof upon request. Therefore, complete documentation is mandatory.

Ensure that the following documents are systematically stored and accessible at all times:

• Declarations of conformity according to the applicable EU directives (e.g., Low Voltage, EMC, RoHS)
• Test reports, especially CE certificates or laboratory analyses
• Risk assessments regarding product use, potential hazards, and protective measures
• Proof of product safety, such as manufacturer certificates or user manuals

These documents form the foundation of successful eBay GPSR compliance and enable a quick, legally secure response to market surveillance measures when necessary.

Checklist for GPSR Implementation on eBay

To make your eBay listings legally compliant, you should systematically check the following points:

1. Is the manufacturer clearly stated?

The manufacturer must be clearly and traceably indicated in the listing.

2. Is there a responsible person within the EU?

For imported goods, a responsible person with a name, address, and contact details is required.

3. Is the product intended for end consumers?

All products for private use are subject to the general product safety regulation (GPSR), including used or refurbished products.

4. Are conformity and safety certificates available?

CE marking, test reports, and declarations of conformity must be present and accessible.

5. Are safety warnings correct and visible?

Safety-related warnings (e.g., choking hazard, chemical substances) must be understandable and well-placed.

6. Is the technical data complete?

Voltage, materials, CE marking, etc., must be clearly indicated.

7. Is a user manual available?

As a download or in paper form, important for safe use.

8. Are disposal instructions included?

Mandatory for electronics or batteries.

9. Is the eBay listing fully completed?

All relevant fields in the eBay listing editor should be used.

10. Are responsibilities clearly defined within the company?

Clear internal responsibility simplifies GPSR implementation and communication with authorities.

This compact checklist is suitable for regular self-monitoring, team coordination, or training new employees. Consistent use reduces legal risks and ensures greater safety in online trading in accordance with the general product safety regulation (GPSR) on eBay.

Logistics & Compliance: Why Integrated Processes Are Essential Today

The implementation of the General Product Safety Regulation (GPSR) does not end with the product description, it also affects logistics processes, provision of documents, traceability, and the entire shipping procedure. Sellers who trade on eBay must not only meet the GPSR requirements on eBay but also establish clear and transparent internal structures.

Especially when dealing with many products, changing shipping destinations, and returns, an automated process is crucial. This is where smart tools come into play.

Shipstage is a digital platform that connects commercial sellers with suitable shipping service providers and automates all logistical intermediate steps, efficient, legally compliant, and scalable.

With Shipstage, the following processes can be centrally managed:

• Automated comparison and selection of the most cost-effective shipping partner
• Direct label printing and creation of accompanying documents
• Centralized shipment tracking for sellers and end customers
• Automated returns management
• Transparent documentation of the entire shipping chain

This way, you maintain full control over your logistics and establish a solid foundation for compliance with the GPSR regulation. When shipping, traceability and documentation are consistently managed, you can respond quickly if necessary, and provide legally valid proof that your eBay listings meet the requirements of the eBay GPSR regulation.

FAQ

Which countries are covered by the GPSR?

The General Product Safety Regulation (GPSR) applies in all EU Member States.

What should the responsible person in the EU do?

They ensure compliance with the GPSR regulation and act as the main point of contact for market surveillance authorities.

If the manufacturer is not in the EU, how do I identify the responsible person?

In this case, the seller must appoint a responsible person established within the EU. This is a core requirement for compliance with the GPSR regulation and for selling under the eBay product safety regulation.

Can eBay help me find the responsible party?

No, eBay does not provide responsible persons. However, it offers resources and guidance to help sellers achieve eBay GPSR compliance.

What if the manufacturer of a product no longer exists or has gone out of business?

Then the seller is automatically considered the responsible person under the product safety regulation (GPSR) and is liable for ensuring compliance with the GPSR regulation.

Does the GPSR apply to products already subject to specific safety requirements under EU law?

No, in this case, the sector-specific regulations take precedence over the general product safety regulation (GPSR).

Does the GPSR also apply to the B2B sector?

No, the General Product Safety Regulation (GPSR) applies exclusively to products sold to end consumers, not to purely B2B transactions.

If a product does not have a brand name, can the product name be used instead in the product description?

Yes, a clear product name is sufficient, provided that all relevant data required for compliance with the GPSR regulation is included.

Who is the manufacturer of product sets consisting of different products from different manufacturers?

The dealer who assembles the set is considered the manufacturer under the GPSR regulation, and must fulfill all obligations defined by the product safety regulation (GPSR).

Is it necessary to specify the manufacturers of the individual components for assembled products

No, but the supplier of the set must ensure that the entire product complies with the requirements of the GPSR regulation.

Who is the importer under the GPSR?

The importer is the person who first places a product from a third country on the EU market.

Can the importer also be a manufacturer within the meaning of the GPSR?

Yes, if the importer markets the product under their own name or modifies it, they are considered the manufacturer.

Is the importer automatically the so-called responsible person?

No, they only assume this role if it is explicitly declared and confirmed in writing.

For products that have already been offered before December 13, 2024, is it necessary to include mandatory GPSR information retroactively in the product offerings?

Yes, all products still listed on eBay from that date must fully comply with the GPSR.