EU Authorised Representative Service
Selling products in the European Union from outside the EU? You're legally required to appoint an EU-based Authorised Representative. FlexFrontier makes it straightforward — acting as your official EU representative so you can access the market compliantly and confidently.
If you manufacture products outside the European Union and want to sell them to EU consumers, EU law requires you to have a legal representative established within the EU. This representative acts as the official contact point for EU market surveillance authorities, holds your compliance documentation, and takes on defined responsibilities for your products on the EU market.
This requirement has always applied to products requiring CE marking — covering a wide range of manufactured goods from electronics and machinery to toys and PPE. Since December 2024, the scope has expanded significantly: under the new General Product Safety Regulation (GPSR), virtually all consumer products sold in the EU by non-EU manufacturers now require an EU-based representative, regardless of whether they require CE marking.
FlexFrontier provides EU Authorised Representative services to manufacturers worldwide, acting as your designated EU representative and helping you meet your obligations under both CE marking legislation and the GPSR.
The CE marking system covers a wide range of product categories — from electrical equipment and machinery to toys, PPE, and radio equipment. For all of these, non-EU manufacturers must appoint an EU Authorised Representative, who takes on specific legal responsibilities and must be named on the product or its documentation.
You need an EU Authorised Representative if you are a manufacturer based outside the European Union and your products fall under any of the EU's CE marking directives or regulations. This includes manufacturers based in the UK, USA, China, Australia, and all other non-EU countries. Product categories include:
- Electrical and electronic equipment (Low Voltage Directive, EMC Directive)
- Machinery and industrial equipment (Machinery Regulation)
- Toys and children's products (Toy Safety Directive)
- Personal protective equipment (PPE Regulation)
- Radio and telecommunications equipment (Radio Equipment Directive)
- Pressure equipment
- Measuring instruments
- Construction products
- Medical devices (MDR/IVDR — separate rules apply)
As your EU Authorised Representative for CE-marked products, FlexFrontier will:
- Provide our EU-registered address and name for use on your product, packaging, or accompanying documentation
- Verify your EU Declaration of Conformity is correctly drawn up and meets the requirements of the applicable directive or regulation
- Review and retain your technical documentation for the legally required period (typically 10 years)
- Act as the official point of contact for EU market surveillance authorities across all member states
- Liaise between you and regulators if any compliance concerns or product safety issues arise
- Support you through corrective action if a non-compliance risk is identified
- Advise on CE marking requirements, labelling, and conformity assessment procedures
- Keep you updated on changes to EU product regulations that affect your business
The General Product Safety Regulation (GPSR) came into force on 13 December 2024, replacing the previous General Product Safety Directive. It introduced a major expansion of the EU representative requirement — one that many businesses outside the EU are still catching up with.
What changed under the GPSR?
Under the previous rules, the EU Authorised Representative requirement mainly applied to CE-marked products. The GPSR changed this: from December 2024, virtually all consumer products sold in the EU by non-EU manufacturers require a designated Responsible Person established within the EU — regardless of whether the product requires CE marking.
This means that if you sell any consumer product to EU customers — through your own website, Amazon, eBay, Etsy, Shopify, or any other channel — and you are not based in the EU, you almost certainly need an EU Responsible Person under the GPSR.
Marketplaces including Amazon have already begun enforcing this requirement, restricting or removing listings where no EU Responsible Person is in place.
The Responsible Person is the EU-based economic operator legally accountable for the product on the EU market. As your GPSR Responsible Person, FlexFrontier will:
- Provide our EU-registered name and address to be displayed on your product, packaging, or accompanying documentation as required by GPSR
- Verify that required technical documentation — including risk assessments and compliance records — has been drawn up by the manufacturer
- Ensure products carry correct labelling, including manufacturer details and product traceability information
- Cooperate with EU market surveillance authorities and respond to requests for product information
- Manage product safety notifications and, where necessary, coordinate product recalls or corrective actions
- Keep records of complaints and non-conforming products, and share relevant information with authorities on request
- Monitor post-market safety obligations on an ongoing basis
It depends on your products. If your products require CE marking AND are consumer products covered by the GPSR, you may technically need both roles designated. In practice, a single provider — like FlexFrontier — can accept both mandates in writing, fulfilling both roles efficiently without the need to appoint separate representatives. Get in touch and we can advise on exactly what your product range requires.
We're a specialist trade compliance firm working with manufacturers across the globe to make EU market access straightforward.
- Covers both CE marking Authorised Representative and GPSR Responsible Person in one appointment
- Single written mandate can fulfil both roles — no need for multiple providers
- Experienced across a wide range of product categories and industries
- Fast onboarding — get your EU address on documentation quickly
- Ongoing compliance support, not just a one-off registration
- Clear pricing, no hidden fees
- Part of a wider suite of global trade services including Importer of Record, Exporter of Record, and UK Authorised Representation
Our EU Authorised Representative and GPSR Responsible Person services cover a broad range of products, including:
- Electrical and electronic equipment
- Machinery and industrial equipment
- Toys and children's products
- Personal protective equipment (PPE)
- Radio and telecommunications equipment
- Cosmetics and personal care products
- Consumer goods of all kinds sold to EU consumers
- Pressure equipment
- Measuring instruments
- Construction products
Not sure whether your product needs an EU Authorised Representative, a GPSR Responsible Person, or both? Contact our team and we'll advise you.
Yes. Since the UK left the EU single market, UK-based manufacturers are treated as non-EU manufacturers for the purposes of EU regulations. If you are based in the UK and sell products into the EU, you need an EU Authorised Representative — just like a manufacturer based in the US, China, or anywhere else outside the EU.
The General Product Safety Regulation (GPSR) is an EU regulation that came into force on 13 December 2024. It replaced the old General Product Safety Directive and significantly expanded the requirement for non-EU manufacturers to have an EU-based Responsible Person. If you sell any consumer product to EU customers and are not established in the EU, you almost certainly need a GPSR Responsible Person — regardless of whether your product requires CE marking. Failure to comply can result in marketplace delistings, products blocked at customs, and regulatory fines.
In some cases an EU importer or distributor can fulfil the Responsible Person role under the GPSR. However, many are unwilling to take on the associated legal liability. Using a specialist service like FlexFrontier gives you a dedicated representative without creating dependency on your commercial partners or exposing them to regulatory risk.
Yes. A single EU Authorised Representative covers your products across all 27 EU member states. You do not need separate representatives in each country — one appointment is sufficient for the entire EU market.
Your product, packaging, or accompanying documentation must display the name and EU address of your EU Authorised Representative or Responsible Person. FlexFrontier provides you with our registered EU address and company name for this purpose, so you have everything you need for compliant labelling.
Yes. Amazon has been actively enforcing the GPSR Responsible Person requirement since December 2024, restricting or removing listings where no compliant EU representative is in place. Appointing FlexFrontier as your EU Authorised Representative and GPSR Responsible Person resolves this and protects your listings.