What the New EU General Product Safety Regulation (GPSR) Means for the UK Fashion Industry

Photo by Christian Lue on Unsplash

By Alix Coombs

The European Union’s General Product Safety Regulation (GPSR), which replaces the 2001 General Product Safety Directive, marks a significant update in product safety standards within the EU. This new regulation, effective from December 2024, introduces stricter rules aimed at ensuring products sold within the EU meet robust safety standards, with a particular focus on protecting consumers from emerging risks, such as those posed by connected and digital products.

While the UK is no longer a member of the EU, UK fashion businesses exporting to the EU must understand and comply with GPSR to maintain market access. However, details about how the regulation will operate in practice and its full implications are still emerging, leaving many businesses uncertain about how best to prepare.

Key Changes Under GPSR

The GPSR brings several notable changes that will significantly impact UK businesses exporting to the EU. It expands its scope to cover all consumer products, including textiles, apparel, and accessories. Products incorporating digital components, such as wearable technology, will face increased scrutiny, adding layers of complexity to compliance for innovative fashion items.

The regulation strengthens market surveillance, granting EU authorities enhanced powers to enforce safety rules, including in online marketplaces. This means businesses will need robust internal quality assurance processes to ensure their products meet safety standards, regardless of whether they are sold physically or digitally.

Additionally, the GPSR emphasises sustainability and traceability, aligning with the EU’s broader sustainability agenda. Fashion brands will need to prioritise supply chain transparency to meet these expectations, especially as consumers increasingly demand ethical and sustainable practices. The regulation also introduces enhanced documentation requirements, requiring companies to provide comprehensive safety documentation, clear labelling, user manuals, and accurate technical files.

However, much of the practical guidance on these requirements remains unclear. Businesses may face challenges interpreting how specific rules apply to their operations, adding to the uncertainty surrounding compliance.

Implications for the UK Fashion Industry

One of the most significant and burdensome changes posed by the GPSR is the requirement for businesses selling into the EU to appoint an EU-based representative. This representative will be legally responsible for ensuring compliance with safety standards, creating substantial financial and administrative strain, especially for SMEs. Smaller businesses may find it challenging to afford these additional costs, which include not only the appointment of a representative but also maintaining the infrastructure to support compliance.

Adapting to the new regulation will necessitate investment in compliance processes such as updated product testing, labelling, and supply chain audits. For SMEs, these costs could be prohibitive, further complicating their ability to compete in the EU market.

Supply chains will also need close examination. Businesses may need to renegotiate contracts or find new suppliers capable of meeting GPSR standards, further adding to the operational strain.

Despite these challenges, GPSR offers opportunities. Its focus on traceability aligns with consumer demand for sustainable fashion, allowing brands that emphasise transparency and eco-friendly practices to stand out in the EU market. Sustainability-focused businesses may find this an opportunity to strengthen their brand reputation and appeal to ethically minded consumers.

However, post-Brexit complexities add another layer of difficulty. As UK regulations diverge from the GPSR, businesses must navigate conflicting legal standards. Staying informed about regulatory landscapes on both sides of the channel is essential to avoid compliance pitfalls and maintain seamless operations.

How to Prepare

To navigate these changes, businesses might consider auditing their supply chains to identify areas where materials and processes need adjustment. This review could help clarify what is required to meet the new standards.

Investing in training could be beneficial as well. Educating teams on GPSR requirements might enable businesses to develop a more effective compliance strategy and address challenges with greater confidence.

Strengthening sustainability efforts could also help. Transparent labelling and ethical sourcing might not only ensure compliance but also position businesses favourably with consumers increasingly drawn to sustainable practices.

Finally, engaging with industry bodies may be a valuable step. Collaborating with trade associations could provide businesses with updated regulatory information, shared resources, and support networks for navigating these challenges.

Given the limited information currently available about GPSR, businesses should remain flexible and vigilant as further details emerge. Regularly reviewing updates from EU authorities and seeking professional guidance may help reduce uncertainty and improve preparedness.

Conclusion

The GPSR presents a considerable challenge for the UK fashion industry, particularly for SMEs, which are likely to face significant financial and operational pressures in meeting the new requirements. With limited clarity available at this stage, businesses face the dual task of preparing for compliance while navigating uncertainty. However, the regulation also offers an opportunity for forward-thinking brands to align with consumer expectations for sustainability and transparency. To thrive under the GPSR, UK fashion brands must stay proactive, informed, and ready to adapt as more information becomes available.

Listen to webinar recording from UK Department for Business and Trade (DBT) on GPSR guidance here