GPSR, the General Product Safety Regulation, sets out updated rules on product safety, documentation and online information that UK online sellers must follow when selling consumer products. These EU-derived requirements continue to apply in Great Britain with some UK-specific adaptations, replacing the old General Product Safety Regulations 2005.
As an early-stage founder or e-commerce seller, understanding and meeting these obligations helps avoid enforcement action, platform penalties and customer issues. This guide explains the key areas and provides practical steps to achieve compliance when sourcing, importing and selling products.
What the GPSR Covers and Why It Matters for UK Sellers
The GPSR applies to most consumer products sold in the UK, focusing on ensuring items are safe under normal or reasonably foreseeable use. It places obligations on manufacturers, importers, distributors and online marketplaces. For UK-based online sellers, this often means taking on responsibilities if you import directly or sell private-label goods.
Key changes from previous rules include stricter traceability requirements, clearer online safety information and enhanced responsibilities for online platforms. Sellers must keep technical documentation for at least ten years after a product is placed on the market. Non-compliance can lead to product recalls, fines or sales suspensions, so checking current GOV.UK guidance is essential as rules can be updated.
Product Safety and Risk Assessment Requirements
Before listing any product, carry out a risk assessment that considers the item's design, materials, intended users and potential hazards. For example, a children's toy requires checks on small parts, choking risks and chemical content, while an electrical item needs verification against relevant safety standards.
Practical steps:
- Identify applicable UK safety standards (such as those based on British or European norms).
- Test products through accredited laboratories if the item falls into a higher-risk category.
- Document the assessment process, including any modifications made after receiving supplier samples.
- Review supplier-provided safety data and request additional evidence if it is incomplete.
When sourcing from overseas, request that suppliers confirm compliance with UK market requirements rather than only their local rules. Always verify this information independently for critical categories.
Required Documentation and Record-Keeping
GPSR requires sellers to hold technical documentation that demonstrates the product meets safety rules. This typically includes product specifications, test reports, risk assessments, manufacturing details and traceability information.
Useful checklist for your records:
- Product design drawings and material composition.
- Test reports from recognised laboratories showing conformity with relevant standards.
- Supplier contracts and invoices that identify the manufacturer.
- Instructions for safe use and any warnings.
- Details of any changes made to the product after initial sampling.
Keep these records accessible for at least ten years. When importing, ensure your overseas supplier provides full documentation in English or arrange professional translation. Many UK sellers create a compliance folder for each product line and review it before placing repeat orders.
Labelling, Traceability and Contact Information
Products must carry clear labelling that allows traceability back to the responsible economic operator. This usually means including the manufacturer's name, a postal address and a product reference or batch code. For imported goods, the UK importer's details may also need to appear.
On packaging or the product itself, include:
- Manufacturer identification (name and address).
- UK responsible person's name and address if different from the manufacturer.
- Batch or serial number for traceability.
- Any required safety symbols or warnings.
Online sellers often place this information on labels, hang tags or printed inserts. When working with overseas factories, provide clear artwork and written specifications at the sampling stage to avoid costly reprinting later. Check current GOV.UK guidance because labelling rules can differ by product type.
Online Information Requirements for E-commerce Sellers
Under GPSR, online listings must provide specific safety-related information before purchase. This includes clear product identification, safety warnings, instructions for use and contact details for the seller or responsible person.
Steps to meet online obligations:
- Include the product name, description and any safety warnings in the main listing text.
- Upload or link to digital versions of instructions and safety information.
- Display your business name, UK address and contact telephone or email on the website.
- Ensure that any marketplace listing complies with the platform's additional GPSR fields.
- Make safety information easy to find rather than hidden in terms and conditions.
For example, when selling kitchen knives, the listing should highlight age restrictions, handling instructions and a warning about sharp blades. Test your website or store pages to confirm this information appears before checkout. Platforms may require extra fields or documents, so review their current seller terms regularly.
Working with Suppliers and Quality Control
Effective supplier management is central to GPSR compliance. When sourcing from UK or overseas suppliers, request safety documentation at the quotation stage and review it before ordering samples. Specify in your purchase order that goods must meet current UK safety rules.
Practical measures include:
- Visiting factories or using third-party inspection services for larger orders.
- Testing random samples from production runs rather than relying solely on supplier certificates.
- Building traceability into your supply chain by requiring batch codes on every shipment.
- Having a written agreement that the supplier will notify you of any changes to materials or manufacturing processes.
Many early-stage sellers start with small MOQs to test both product quality and documentation completeness. If issues arise, address them before scaling orders. Remember that ultimate responsibility for compliance usually rests with the UK seller or importer, even when using overseas manufacturers.
Ongoing Compliance and Monitoring
Product safety is not a one-time task. Monitor for updates to standards, new hazards identified in similar products and changes in platform or government requirements. Subscribe to relevant GOV.UK alerts and review your documentation at least annually or when launching new variants.
Establish a simple internal process: assign responsibility for compliance checks, maintain a master spreadsheet of products and review dates, and keep a log of any customer feedback related to safety. When expanding your range, repeat the full risk assessment and documentation process rather than assuming similarity to existing lines. For UK early-stage founders balancing many tasks, building these habits early prevents larger problems later.
Loomworks provides free desks and mentoring that can help selected founders navigate these operational challenges alongside product development.
Frequently asked questions
Does GPSR apply to all products sold online in the UK?
GPSR covers most consumer products but excludes those already regulated by specific sectoral legislation such as medicines, food, vehicles or cosmetics. Check GOV.UK for your exact product category. Even if your item has its own rules, general safety and online information obligations may still apply.
Who is responsible for GPSR compliance when importing from China?
The UK importer or the person placing the product on the UK market usually carries primary responsibility. This is often the online seller if you arrange the import directly. Overseas manufacturers are not automatically responsible for UK rules, so verify documentation yourself and keep clear records.
What technical documents do I need to keep for GPSR?
Maintain a technical file containing risk assessments, test reports, product specifications, labelling examples, instructions and supplier details. These records must be available for at least ten years after the last unit is sold. Organise files by product line and store them securely.
How do I add the required safety information to my online shop?
Include clear safety warnings, usage instructions and your contact details on the product page, in the description and in downloadable files. Many platforms now have dedicated GPSR fields. Test the buyer journey to ensure this information is visible before purchase.
Do I need to change my product packaging for GPSR?
Packaging may need updating to show the UK responsible person's name and address, traceability codes and any new warnings. Review current GOV.UK labelling guidance for your product type. Changes are often identified at the sample stage so you can adjust before bulk manufacturing.
Related reading: Sourcing pet products that meet UK animal safety standards, Jewellery and precious metal importing rules for UK sellers, Managing long-term relationships with product suppliers. Browse all product sourcing guides or apply to Loomworks.