Product page requirements for online sales to EU consumers (GPSR).
The product page of a manufacturer making online sales offers to consumers in the EU must, under the General Product Safety Regulation (GPSR) and since December 13, 2024, show at least four pieces of information in a clear and visible manner: the manufacturer’s name and addresses, the responsible person in the EU if the manufacturer is outside the EU, information identifying the product together with an image, and warnings and safety information. Warnings are written in the language determined by the country where the product is sold.
Who does the GPSR cover?
Products aimed at consumers. The Regulation defines a product as any item intended for consumers or likely, under reasonably foreseeable conditions, to be used by consumers; a product not intended for consumers but expected to reach them is also included. In online sales, the offer determines the scope: if a sales offer made over the internet is targeted at consumers in the EU, the product is considered to be made available on the EU market. The Regulation has applied since December 13, 2024.
A product sold only to companies and not expected to be used by consumers (an industrial machine, a roll of raw fabric) falls outside this definition; this is our reading of the definition. If your B2B catalog site makes no sales offer to consumers, the obligations on this page are not for you. But if the same site has a section that takes orders from consumers, the product pages in that section are in scope.
CE-marked products are not outside the scope either. If there is EU legislation specific to the product, the GPSR applies only to the risks that legislation does not cover, and the chapter on the manufacturer’s general obligations falls away; but the article listing the information to be written on the product page in distance sales is in another chapter and also applies to CE-marked products.
Which information is mandatory on the product page?
Article 19 of the Regulation requires the offer of a product made available online or through another means of distance sales to indicate at least four pieces of information in a clear and visible manner. The minimum matters: what product-specific legislation requires is added to these.
Our reading of the clear and visible requirement: the information should be in the product page’s own text, not behind a separate PDF, a closed tab or a window that opens only in the cart. The consumer should be able to see it while making the purchase decision.
| Point | Information | On the page |
|---|---|---|
| (a) | Manufacturer’s name, registered trade name or registered trademark; postal and electronic address at which they can be contacted | Visible text on the product page; having it only on the “About us” page is not enough |
| (b) | If the manufacturer is outside the EU, the name, postal and electronic address of the responsible person in the EU | On the same line, next to the manufacturer’s details |
| (c) | Information identifying the product: image, type and any other identifier | Product image, model or type name, product code if any |
| (d) | Warnings and safety information to be placed on the product or packaging or in an accompanying document | In a language easily understood by consumers, as determined by the country of sale |
The GPSR’s four pieces of information on the product page
- aManufacturer’s name, postal and electronic address
- bResponsible person in the EU, if the manufacturer is outside the EU
- cInformation identifying the product: image, type, product code
- dWarnings and safety information, in the language of the country of sale
In practice, this information can be collected in a section of the product page headed “Manufacturer and safety”. The section sits in the same place on every product page: product-specific warnings on the product’s own page, the general manufacturer information on every page in the same wording.
Who is the responsible person for a manufacturer outside the EU?
An economic operator established in the EU. Under the GPSR, a product cannot be placed on the market unless there is an economic operator established in the EU who is responsible for the tasks listed in the market surveillance regulation. The market surveillance regulation (2019/1020) says this operator can be one of four types:
- A manufacturer established in the EU
- An importer, if the manufacturer is outside the EU
- An authorized representative appointed by the manufacturer with a written mandate
- If none of these exists, a fulfillment service provider established in the EU, for the products it handles
For a manufacturer in Turkey, this means first designating one of these four if it will sell directly to consumers in the EU. The responsible person’s name and postal and electronic address must be written on the product, its packaging, the parcel or an accompanying document; on the product page, they are also visible under point (b) of Article 19.
The responsible person’s task is not just to give their name. Under the market surveillance regulation, if the product requires an EU declaration of conformity, one of their first tasks is to verify that the declaration and the technical documentation have been drawn up. What the declaration is is explained in the EU declaration of conformity entry.
In which language are the warnings?
In a language easily understood by consumers, as determined by the member state where the product is sold. This is not the same as the site’s language: if you sell to consumers in Germany on an English-language site, the warning must be in the language Germany has determined. On a multilingual site, each language version of the product page should carry the warning language of the market where that language is sold; warnings should not be left to machine translation.
The warning on the page and the warning on the product should be the same text. Showing a shorter warning on the page leaves a risk the consumer cannot see before buying to the product’s box; that is also why the Regulation asks for warnings on the page.
What extra rules apply in cosmetics, electronics and medical devices?
In cosmetics, a responsible person established in the EU is required anyway, and the product is notified before it is placed on the market; the product information file is kept for ten years. Notification does not mean the product is approved; “CPNP approved” is not written on the site. The details are in the cosmetics manufacturer website guide.
For an energy-labeled electronic product, the model is registered in the EU’s EPREL database before it is placed on the market, and the QR code on the label leads to the model’s EPREL page; linking to that page together with the label on the product page lets the buyer read the information from the official source. The details are in the electronics manufacturer website guide.
For a medical device, if a notified body takes part in the conformity assessment, the body’s identification number is shown with the CE marking, and four modules of the EU’s EUDAMED database have been mandatory since May 28, 2026. The details are in the medical device manufacturer website guide.
There is also accessibility: the European Accessibility Act has covered e-commerce services offered to consumers since June 28, 2025; microenterprises providing services are exempt. In our reading, a pure B2B catalog site that does not sell to consumers is generally out of scope.
How do you audit your product page?
- Does your site make sales offers to consumers in the EU? If not, the GPSR’s distance sales article is not for you.
- Are the manufacturer’s name and postal and electronic address visible on every product page?
- If you are outside the EU, have you designated a responsible person; are their name and addresses on the product page and on the product?
- Are the product image, type or model name and product code on the page?
- Are the warnings on the product also on the page?
- Are the warnings in the language determined by every country you sell to?
- Have the additional details required by product-specific legislation (EPREL link, notified body number, cosmetics responsible person) been added?
The information here is not legal advice; confirm which rule applies to you from official sources and consult a lawyer before selling to the EU.
Let’s go through your product pages together with this list, and write down page by page which information is missing and which is in the wrong language.
For a site that shows your certificates as a record buyers can verify, B2B website builds and measures the certificate page, the product scope and the path to a quote together.
FREQUENTLY ASKED QUESTIONS
I sell only to companies; does the GPSR concern me?
If your product is not intended for consumers and is not expected to be used by consumers under reasonable conditions, generally not, by the Regulation’s definition of a product. If you sell to consumers on the same site, yes for those products.
Should I write the responsible person’s name on the site or on the product?
On both. It must be on the product, its packaging, the parcel or an accompanying document; it must also be visible in the online sales offer.
Is writing the warnings in English enough?
Only if the country where the product is sold has determined English. The rule requires the warning to be in a language easily understood by consumers and determined by the country of sale.