The EU General Product Safety Regulation has applied since December 13, 2024. Under it, a consumer product can only be placed on the EU market if a responsible person for it is established in the EU.
Who can be the responsible person
The Commission's guidance lists an EU manufacturer, an importer where the manufacturer is outside the EU, or an authorised representative with a written mandate from the manufacturer.
What goes in an online offer
The Commission's FAQ says an online offer must show the manufacturer's details in every case. Where the manufacturer is outside the EU, it must also show the responsible person's name and postal and electronic address.
Plan it early
A US brand entering Europe needs this settled before the first product goes on sale. Sort out who holds the role and what product documents they need.
Sources: EUR-Lex summary of Regulation (EU) 2023/988; European Commission FAQ. General information only, not legal advice.