Since December 2024 companies selling everyday products into Europe have been hitting an unexpected roadblock. It’s not Brexit red tape or shipping delays – it’s a regulation that’s caught many businesses off guard and left them locked out of one of their most important markets.
Connor Beet, Senior Regulatory and Technical Advisor at Rubicon Technical, has been helping companies navigate this challenge. He has seen firsthand how the General Product Safety Regulation (GPSR) has disrupted established sales channels.
“In December 2024, the EU implemented a new regulation which requires that anybody selling under the general products category needs to have a Responsible Person in Europe,” Connor explains.
The Responsible Person is an economic operator based in the EU. This can be the Manufacturer (when they are located in the EU), an importer, an authorised representative or the fulfilment service provider. The Responsible Person becomes the designated entity within the EU that is responsible for ensuring the product is compliant with EU regulations.
“It’s also pushed a lot of responsibility onto marketplaces like Amazon. They’re now responsible for making sure companies meet certain requirements, so they’re pushing back and preventing sales going into Europe.”
The impact has been widespread. Companies that had been selling successfully into European markets for years suddenly found their products blocked from major platforms. For many businesses, European sales represent a significant portion of their revenue – losing access overnight can be devastating.
The regulation doesn’t just require a Responsible Person; it demands comprehensive documentation that many companies simply don’t have in the specified format.
“You’re required to hold technical documentation including a product safety risk assessment,” Connor notes. “A lot of clients have this information in the background, but it’s not in the format required and it’s not easily accessible as it has to be under GPSR.”
This documentation requirement is where many companies come unstuck. They might have safety information, but it’s scattered across different departments, in various formats, or simply not comprehensive enough to meet the new standards.
Here’s how Rubicon tackles this challenge: The team works with brands to draft technical documents and guidance materials, helping them compile the correct information in the required format. They also conduct proper risk assessments to ensure products meet all requirements. Additionally, Rubicon’s EU-based office allows them to act as the Responsible Person for brands, providing a comprehensive solution that addresses one of the core requirements of the GPSR regulation. This capability means companies can leverage Rubicon’s established EU presence to meet compliance requirements without having to establish their own European operations.
“We’ve supported multiple brands over the past six months to draft the correct technical document and guidance documents to help them draw up the right information, hold it in the required format, and properly assess the risks that their products pose,” Connor explains.
The process involves more than just paperwork. Companies need to demonstrate conformity with safety standards, which requires understanding exactly what risks their products might present and how those risks are mitigated.
For businesses that have built their European operations around direct sales through major platforms, this regulatory change has been particularly challenging. The requirements apply to a vast range of everyday items – from basic household products to personal care items.
But getting the documentation right opens the door back to European markets. “It’s making it easier for them to demonstrate conformity and therefore proceed with getting back into Europe, where a lot of their sales are reliant on,” Connor says.
The GPSR represents a shift toward greater accountability in product safety, but for companies unprepared for the change, it can feel like an insurmountable barrier. Having experts who understand both the regulatory requirements and how to compile the necessary documentation can mean the difference between losing a major market and maintaining business continuity.
When new regulations threaten to disrupt established revenue streams, getting compliant quickly isn’t just about following rules – it’s about protecting your business.
