Non-EU sellers targeting the European market encounter four terms that are often used interchangeably but have distinct legal meanings: EU Authorized Representative (EU AR), EC REP, Responsible Person, and EAR. This glossary defines each term, explains the differences, and clarifies who needs what under current EU law.
An EU Authorized Representative is a natural or legal person established in the European Union who is explicitly designated in writing by a non-EU manufacturer to act on their behalf with respect to specific EU regulatory obligations. The EU AR's name and address must appear on the product or its packaging.
The EU AR role is defined in multiple EU product regulations including the General Product Safety Regulation (GPSR, EU 2023/988), the Radio Equipment Directive (RED), the Machinery Regulation, and the Ecodesign for Sustainable Products Regulation (ESPR). Under GPSR, which applies to virtually all consumer products sold in the EU from December 13, 2024, every non-EU manufacturer must appoint an EU AR.
EC REP stands for European Community Representative. It is the label text that appears on CE-marked products to identify the EU Authorized Representative. The terms EC REP and EU AR refer to the same legal role — EC REP is simply the abbreviation used on product labels and packaging to comply with CE marking requirements.
The EC REP label requirement is specified in the CE marking directives (e.g., Low Voltage Directive, EMC Directive, Medical Devices Regulation). The label must include: the name of the EC REP, their street address, city, postal code, and country within the EU.
EC REP labelling means physically printing or affixing the EU Authorized Representative's contact details on the product, its packaging, or an accompanying document. This is a mandatory requirement for all CE-marked products sold in the EU by non-EU manufacturers.
The label must be legible, permanent, and placed where it can be seen without disassembling the product. For small products where space is limited, the EC REP information may appear on the packaging or in the product documentation rather than on the product itself.
The Responsible Person is the term introduced by the General Product Safety Regulation (GPSR, EU 2023/988), which became mandatory on December 13, 2024. For non-EU manufacturers, the Responsible Person is the EU-based entity that takes on product safety obligations — essentially the same role as the EU Authorized Representative, but under the GPSR framework rather than a product-specific directive.
Amazon, Etsy, and other EU marketplaces require sellers to provide a Responsible Person before listing products. Without a Responsible Person, listings can be suspended or removed.
EAR is simply another abbreviation for EU Authorized Representative. It appears in some regulatory documents and product databases. EAR, EU AR, and EC REP all refer to the same legal concept — a designated EU-based representative for non-EU manufacturers.
| Term | Regulation | Required For | On Product Label? |
|---|---|---|---|
| EU AR (EU Authorized Representative) | GPSR, ESPR, multiple directives | All non-EU manufacturers selling in EU | Yes (name + address) |
| EC REP (European Community Representative) | CE marking directives | CE-marked products (electronics, machinery, medical devices) | Yes (mandatory label text) |
| Responsible Person | GPSR (EU 2023/988) | All consumer products on EU market from Dec 2024 | Yes (name + address) |
| EAR | Various EU regulations | Same as EU AR — alternative abbreviation | Yes |
Any manufacturer established outside the European Union who places products on the EU market needs an EU Authorized Representative. This includes:
The EC REP label must contain the following information:
EC REP on a product label stands for European Community Representative. It identifies the EU-based company or person who acts as the legal representative of the non-EU manufacturer in the European Union. The EC REP is responsible for product safety compliance and is the contact point for EU market surveillance authorities.
Yes. EC REP and EU Authorized Representative (EU AR) refer to the same legal role. EC REP is the abbreviation used on product labels, while EU Authorized Representative is the full legal term used in regulations. Both mean the same thing: an EU-established entity designated by a non-EU manufacturer to handle EU compliance obligations.
Yes. Amazon requires all non-EU sellers to provide a Responsible Person (which is the GPSR equivalent of EC REP / EU AR) before listing products on Amazon EU marketplaces. Without a valid EC REP / Responsible Person, Amazon may suspend or remove your listings. This requirement has been enforced since December 13, 2024.
EC REP (European Community Representative) is the term used under CE marking directives for technical products. Responsible Person is the term used under GPSR for all consumer products. In practice, the same service provider fulfills both roles. If you sell CE-marked products, you need an EC REP. If you sell any consumer product in the EU, you need a Responsible Person. Most non-EU sellers need both — and both can be provided by a single EU AR service.
EU Authorized Representative services typically cost between 99 and 499 EUR per year depending on the number of products and the level of service. AuraDPP offers EU AR services starting from 99 EUR/month, including GPSR Responsible Person designation, EC REP labelling support, and product registration assistance.