EU Authorized Representative (EU Rep) Guide for Products

What is an EU Rep?

An eu authorized representative (EU Rep) is a natural or legal person established within the EU who is explicitly authorized in writing by the manufacturer to fulfill specific obligations under EU regulations.

Most non-food consumer products must have an EU responsible person (such as an EU Rep, importer, etc.) before being placed on the EU market. However, some product categories are exempt from the “General Product Safety Regulation” requirement of having an EU responsible person, including:

- Aircraft

- Antiques

- Animal feed

- Food and beverages

- Human or veterinary medicines

- Animal by-products and derived products

- Plant protection products (e.g., pesticides)

- Live plants and animals (including GMOs and genetically modified microorganisms for contained use, as well as products related to the future reproduction of plants and animals)

- Equipment used by consumers for transport/travel, provided that the equipment is directly operated by a service provider within the scope of a transport service, and not by the consumer

Note:Although these products are exempt from EU responsible person obligations, they are usually subject to other sector-specific EU regulations (e.g., pharmaceuticals, food law, pesticide regulations). These may require other types of responsible entities within the EU (such as license holders, importers, registrants, or authorized representatives). Merchants should consult the applicable regulations based on product category and ensure compliance.

Why is an EU Rep needed?

Regulatory authorities can directly contact the EU Rep to handle product compliance issues, avoiding delays caused by cross-border communication and ensuring quick accountability.

Who can act as an EU Responsible Person?

- A manufacturer established in the EU;

- If the manufacturer is not based in the EU, then an importer;

- An EU authorized representative with written authorization from the manufacturer;

- If none of the above exist, then a fulfillment service provider established in the EU, for the products they handle.

Main Responsibilities of the EU Rep

- Keep compliance documentation available for authorities

- Report product risks when necessary

- Cooperate with market surveillance authorities on corrective measures

- Verify compliance of documents, labels, and instructions

- Provide records required for inspections

How to Verify and Authorize an EU Rep for Products Sold in the EU?

To ensure that the EU Rep information linked to products sold in the EU is authentic and valid, the platform will send an email to the EU Rep for verification. This process requires cooperation between merchants and the EU Rep.

FAQ

What happens if authorization is not completed?

If the merchant does not complete authorization within the specified timeframe, the platform will reject the EU Rep.

If no other valid EU Rep is linked to the products, the platform will delist the relevant products from EU sites until a valid EU Rep is re-linked.

If re-authorization is done, will the EU Rep be re-reviewed?

As long as no other EU Rep information is modified, the status will not change, and no re-review will be triggered.

EU Rep Self-Check Requirements

- Use official/legal channels for appointment

- Verify EU Rep’s address and business license

- Test contact details

- Ensure agreement clearly defines scope and responsibilities

- Verify authenticity of EU Rep company via official registries (examples below):

Official Registries:

- Germany: https://www.unternehmensregister.de/ureg/

- France: https://www.infogreffe.com/

- UK: https://www.gov.uk/get-information-about-a-company

- Netherlands: https://www.kvk.nl/

- Italy: https://www.registroimprese.it/

- Spain: https://www.rmc.es/

- General: https://www.northdata.de/

What if the EU Rep Agreement is Expiring?

The validity of the EU Rep agreement directly affects product sales in the EU.

- If the agreement is valid for less than 30 days, product sales may be restricted.

- If expired (validity < 0 days), products cannot be sold in the EU market.

Merchants should renew or replace the EU Rep in time, and update declarations, bindings, and product label information.

Risks of Having No EU Rep or a Fake EU Rep

- Products cannot be listed on EU sites

- Seizure or embargo by customs

- High fines and legal lawsuits

- Inability to meet recall requirements

- Inability to handle consumer complaints

Key Notes for Appointing an EU Rep

- Ensure the agreement is compliant: Party A must be the manufacturer, and products must fall within the scope. Replace non-compliant reps and update product labels.

- Verify the EU Rep’s qualifications through official channels. Non-compliant reps may pose major risks and affect sales.

- Before signing, review details such as contracting parties, scope, obligations, and duration. Do not borrow, lend, or misuse agreements.

- Maintain smooth communication with the EU Rep for timely responses to compliance issues.

- If compliance issues, regulatory inquiries, or consumer complaints arise, merchants must cooperate with the EU Rep. Failure to reach the EU Rep will directly affect product sales in the EU market.