The General Product Safety Regulation (GPSR) enters into force on 13 December 2024. For Dutch webshops and online marketplaces this is more than a regulatory update. It shifts responsibility for product safety into daily operations and changes the way sellers present products to consumers. The NVWA will enforce the rules, while ACM monitors online transparency. Together they set the tone for safer, more trustworthy digital commerce in the Netherlands.
From directive to regulation
Until now product safety in Europe was governed by a directive. That meant Member States had room to interpret and implement. With GPSR the framework becomes directly applicable law. For Dutch merchants this removes doubt: the same rules apply to all, regardless of size or sales channel. It also gives regulators sharper tools to demand compliance, including faster takedown of unsafe products and stricter documentation requirements.
What Dutch webshops must arrange
Every product sold online must have a responsible person based in the EU. That can be the manufacturer, importer or a designated fulfilment partner. Their details must be visible on packaging and in the online listing. Technical documentation proving product safety must be kept for at least ten years. Webshops must ensure consumers see correct identifiers, instructions and warnings before checkout. Failing to do so risks intervention by the NVWA.
New duties for marketplaces
Platforms such as Bol.com or Marktplaats.nl face specific obligations. They must allow third-party sellers to display mandatory safety information and identifiers. They are required to register on the Safety Gate portal and nominate a point of contact for regulators. When notified of unsafe products they must act within two working days to remove them. These measures make marketplaces co-responsible rather than neutral intermediaries.
Practical impact in the Netherlands
Compliance has a direct business impact. Product content must be reviewed, listing templates updated and return flows adapted for recalls. Dutch consumers already expect clarity on safety and sustainability. Showing that you comply with GPSR is not only a legal safeguard but also a trust factor. Clearer labels and transparent seller information reduce disputes and build loyalty.
Checklist for Dutch merchants
These are the immediate steps to prioritise:
- Identify the EU responsible person per product and display details both on-site and on packaging.
- Update product listings with identifiers, safety instructions and warnings.
- Maintain technical documentation and risk assessments for ten years.
- For marketplaces, register on Safety Gate and set up a dedicated contact channel with the NVWA.
- Implement a rapid removal procedure for unsafe or non-compliant products.
Compliance as competitive advantage
Too often regulations are treated as a box-ticking exercise. GPSR offers a chance to differentiate. By highlighting safety, showing responsibility and acting fast when problems arise, Dutch webshops and marketplaces can strengthen their brand. Trust and transparency are the real currency of e-commerce. GPSR makes them enforceable, but the smart players will turn them into growth drivers
