If you’re a UK business selling to the EU, you’ve probably heard about GPSR compliance which came into force at the end of 2024.

But perhaps you’re wondering, do I really need an EU Authorised Representative?

You’ve already got so much going on in your business and rules to follow to get your products to your customers, and you do a lot already for compliance, surely you’re already covered?

Does a business like yours really need an EU Authorised Representative?

Before you write it off, it’s best to check. Because since Brexit and now with GPSR coming into force, most UK companies selling products into the EU (and that can be physical or digital products) will need an EU based representative.

In this article we’ll cover:

• What an EU Authorised Representative is
• Who needs one under GPSR compliance rules for UK companies
• The risks of selling in the EU without one

By the end, you’ll know exactly whether your business needs an EU Authorised Rep and what to do next.

What is an EU Authorised Representative?

Put simply, an EU Authorised Representative is a named person located in the EU, that acts as your business’s legal point of contact in the EU.

They don’t have to be on your pay-roll, but they do need to be someone you trust to hold your product safety information and liaise with EU authorities on your behalf if needed.

Why do EU Authorised Representatives exist?

The General Product Safety Regulation (GPSR) ensures that all products sold in the EU meet strict safety and consumer protection standards. And yes we know, you’re already selling super safe and compliant products because that’s the sort of business owner you are.

But now thanks to Brexit and the UK being outside the EU, non-EU businesses (which includes UK businesses) must appoint an Authorised Representative so authorities have a contact within the EU to check on this safety compliance.

So it’s your legal requirement to stay totally compliant: if you’re not based in the EU, but you’re selling into the EU, this role is mandatory.

Without an EU-based representative, your business is legally non-compliant with GPSR.

Who Needs an EU Authorised Representative?

Most but not all UK businesses selling into the EU will need an EU Authorised Representative.

This will apply to you:

1. If your business is based in the UK (or outside the EU)
   
   Any UK-based business that sells products in the EU needs to check if GPSR applies to them
   
   
2. If you sell any type of physical or digital product
   
   The GPSR legislation is quite far reaching and covers a range of businesses including:
• E-commerce brands shipping to EU customers
• Manufacturers & distributors selling directly to EU customers or through  EU retail partners
• Personal trainers & online coaches selling digital workout guides or programmes
• Toy/game creators selling board games to EU customers
   
3. If your products fall under GPSR
   
   GPSR covers all general consumer products unless another regulation applies.

Even digital goods may need an Authorised Representative.

If your business sells to EU customers, you likely need an EU Authorised Representative to stay compliant.

📢 Got questions about GPSR compliance?

Navigating the General Product Safety Regulation (GPSR) can feel overwhelming, but you don’t have to figure it out alone. The RepGuardia GPSR Compliance Bot is here to help 🤖

💡 Get clear, simple answers tailored to your business—whether you're selling digital downloads, handmade crafts, or consumer products in the EU.

✅ Understand what’s required for your specific products
✅ Get step-by-step guidance in plain English
✅ Know when you need an EU Authorised Representative

Try it now—click here to sign up for free and get instant GPSR answers for your business.

What happens if you don’t have an EU Authorised Representative?

Staying compliant in your business can feel stressful and we know it’s tempting to hide from this and plead ignorance. But we’d strongly recommend you tackle it head on now.

If you continue in 2025 and beyond to trade in the EU without an Authorised Representative when you need one there can be legal consequences.

Your products could be blocked by customs, you could be subject to heavy fines and legal penalties and you could even be banned from selling in the EU market.

As compliance with the legislation is new, it’s yet to be seen across 2025 and in subsequent years how exactly compliance will be enforced. You do not want to be caught on the wrong side if the authorities look to be heavy handed or make examples of businesses not keeping up with their legal responsibilities.

Not to mention of course the reputational and business risk of going without an EU Authorised Representative.

If your products are blocked at customs your customer base may lose trust in you and your business and avoid purchasing from you again.

And as you expand and list your products in other places, EU retailers and online marketplaces will require you to fulfil their compliance checks, so without an Authorised Rep, you could lose your listings.

Non-compliance isn’t just a legal risk—it could cost you lost sales, blocked shipments, and a damaged reputation.

How to Appoint an EU Authorised Representative

To stay compliant, UK businesses must appoint an Authorised Representative before selling in the EU.

How do you decide who to appoint?

You need to look for someone who is:

• Physically based in the EU
• Willing and able to hold your product safety documentation securely
• Recognised by EU regulators

How can RepGuardia help you?

As a dedicated EU Authorised Representative service, RepGuardia:

✅ Is a fully compliant EU Authorised Representative service

✅ Handles all GPSR documentation requirements

✅ Gives you a trusted legal presence in the EU

If you’ve read this article and know you need an EU Authorised Representative to stay GPSR compliant, sign up for our Authorised Representation service today.

In summary:

• If you’re a UK business selling general consumer products (digital or physical) to the EU, you likely need an EU Authorised Representative.
• Not appointing an EU Authorised Representative puts you at risk of fines, blocked shipments and sales bans.
• GPSR compliance doesn’t have to be difficult—RepGuardia makes it easy with our comprehensive Authorised Representative service.

Get compliant today and trade in the EU with confidence. Appoint RepGuardia as your EU Authorised Representative now

📢 Got questions about GPSR compliance?

Navigating the General Product Safety Regulation (GPSR) can feel overwhelming, but you don’t have to figure it out alone. The RepGuardia GPSR Compliance Bot is here to help 🤖

💡 Get clear, simple answers tailored to your business—whether you're selling digital downloads, handmade crafts, or consumer products in the EU.

✅ Understand what’s required for your specific products
✅ Get step-by-step guidance in plain English
✅ Know when you need an EU Authorised Representative

Try it now—click here to sign up for free and get instant GPSR answers for your business.