Why you need an EU-based address before marketing products there

If you're selling products into the European Union (EU)*, listing a valid EU-based address isn’t just a best practice, but a legal requirement. Whether you manufacture machinery, PPE, toys, electronics, or most other consumer products, EU law mandates that non-EU businesses appoint an “economic operator” located in the EU. This could be an importer or an authorised representative (AR). Without one, you’re likely to face blocked shipments, delisted products on marketplaces like Amazon, or enforcement actions from EU authorities.

Why is an EU address required?

To protect consumers and ensure traceability, the EU adopted Regulation (EU) 2019/1020. Since July 2021, it has required that the name and address of an EU-based economic operator be listed on the product, packaging, or accompanying documentation for a wide range of regulated products. This also applies to UK-based sellers post-Brexit.

In addition to sector-specific legislation, the General Product Safety Regulation (GPSR) introduces this requirement for all consumer products, even those that fall outside harmonised EU legislation. The GPSR ensures that any product placed on the EU market must indicate the identity and contact details of a responsible person within the EU, either the manufacturer (if based in the EU), an authorised representative, or an importer.

This means that even simple, low-risk consumer goods sold from outside the EU must include the address of an EU-based contact person.

If your business is based outside the EU and sells directly or via e-commerce into Europe, the absence of a local economic operator means your products may never leave customs, be removed from online platforms, or be subject to recalls.

What does an authorised representative do?

An authorised representative is more than a mailbox. They act as your legal point of contact within the EU, holding compliance documentation, assisting during audits or incidents, and communicating with market surveillance authorities. Their tasks include:

• Verifying and storing your technical documentation and declaration of conformity
• Cooperating with authorities in case of product safety issues
• Helping with product recalls and regulatory enquiries

When do you need one?

You need an EU-based authorised representative if:

• You're based outside the EU
• Your product falls under EU product safety legislation or is a consumer product covered by the GPSR
• You don't have a legal entity or importer in the EU

In these cases, an authorised representative is the only way to fulfil your legal obligations and access the EU market without disruptions.

What happens if you don’t?

Non-compliance can lead to serious business disruption: goods blocked at customs, marketplace delistings, legal penalties, and reputational damage. EU authorities see the lack of a valid EU address as a red flag that your product is not compliant and they act accordingly.

Side note: A similar requirement applies to the UK. If you’re marketing products into Great Britain and you’re based outside the UK, you must also list a valid UK-based economic operator (such as a UK authorised representative or importer) on your product or packaging.

The bottom line

An EU-based address is not optional. It’s a fundamental requirement to access and stay in the European market legally. The smartest move you can make? Partner with a reliable authorised representative who ensures you stay compliant and helps protect your business from costly setbacks.

*For the sake of simplicity, we use the term EU throughout this article. Please note that this includes not only the 27 EU Member States, but also the four EFTA States (Iceland, Switzerland, Liechtenstein and Norway) and Northern Ireland (who have adopted regulation (EU) 2019/1020.