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Article 4 of the Market Surveillance Regulation (EU) 2019/1020 states that products can only be sold in the European Union if there is an economic operator established there. This can, for example, be an EU manufacturer or importer.
However, non-EU companies cannot function as economic operators, and therefore need an authorised representative (EU AR) that is established in the EU.
In this guide, we explain how this works in practice and what the consequences can be if you don’t have an authorised representative.
Related Articles
1. Authorised Representatives under the General Product Safety Regulation
2. List of European Authorised Representative Companies 2025
3. Responsible Persons under the General Product Safety Regulation
Note 1: This guide does not cover authorised representative requirements concerning medical devices. We have a separate article on this topic here.
Note 2: This article was updated to reflect the fact that the GPSR now extends the EU Authorised Representative requirements to other consumer products. When this guide was initially published, this was only the case for products that required CE marking.
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