EU Authorized Representative vs. Responsible Person: What Is the Difference?

Stand: July 2026. If you sell products to EU customers from outside the EU, you have likely encountered several different terms: EU Authorized Representative, Responsible Person, EC-REP, and EAR. These terms are often used interchangeably — and sometimes incorrectly — by e-commerce platforms, compliance providers, and sellers themselves. This guide explains exactly what each term means, which EU regulation requires it, and what non-EU sellers on Amazon, Etsy, Shopify, TikTok Shop, and other platforms actually need.

The Four Terms Explained

Responsible Person (GPSR)

The Responsible Person is the term used in the General Product Safety Regulation (GPSR, EU 2023/988), which applies to virtually all consumer products sold in the EU. Under GPSR Article 4, any non-EU seller placing products on the EU market must designate a Responsible Person established in the EU. The Responsible Person is the legal point of contact for EU market surveillance authorities, handles product safety complaints, and maintains the required technical documentation.

For most non-EU e-commerce sellers — on Amazon, Etsy, Shopify, eBay, TikTok Shop, Temu, or AliExpress — the Responsible Person under GPSR is the compliance role they need. AuraDPP provides this service from €99/month.

EU Authorized Representative (EU AR)

The term EU Authorized Representative (EU AR) appears in several EU product regulations, including the Medical Device Regulation (MDR), the In Vitro Diagnostic Regulation (IVDR), the Radio Equipment Directive (RED), and the Machinery Regulation. In these contexts, the EU AR is specifically the entity that represents the non-EU manufacturer in conformity assessment procedures and CE marking. The EU AR under MDR/IVDR is a highly specialized role with strict liability requirements — it is not the same as a general GPSR Responsible Person.

However, in everyday usage — and on platforms like Amazon Seller Central — the term “EU Authorized Representative” is often used loosely to mean the GPSR Responsible Person. Amazon's seller interface uses both terms depending on the product category. AuraDPP provides the GPSR Responsible Person / EU Authorized Representative service that Amazon, Etsy, and other platforms require for general consumer products.

EC-REP

EC-REP is the abbreviation for European Community Representative, historically used under the Medical Devices Directive (MDD) and now under the Medical Device Regulation (MDR, EU 2017/745) and In Vitro Diagnostic Regulation (IVDR, EU 2017/746). The EC-REP is required specifically for non-EU manufacturers of medical devices and in vitro diagnostic products. If you sell medical devices or IVDs in the EU, you need an EC-REP — not a standard GPSR Responsible Person. EC-REP services are specialized and typically more expensive than GPSR Responsible Person services.

AuraDPP does not provide EC-REP services for medical devices. AuraDPP provides GPSR Responsible Person services for general consumer products, electronics, textiles, toys, cosmetics, and other non-medical product categories.

EAR (EU Authorised Representative)

EAR stands for EU Authorised Representative (British spelling). This term is used interchangeably with EU Authorized Representative (American spelling) and, in the context of GPSR and general e-commerce compliance, refers to the same role as the Responsible Person. Some compliance providers and platforms use EAR as a brand or service name. The underlying legal requirement is the same: an EU-established entity that acts as the legal contact for product safety compliance.

What Non-EU E-Commerce Sellers Actually Need

For the vast majority of non-EU sellers on Amazon, Etsy, Shopify, eBay, TikTok Shop, Temu, and AliExpress, the answer is straightforward: you need a GPSR Responsible Person (also called EU Authorized Representative or EAR in platform interfaces). This is what AuraDPP provides. You do not need an EC-REP unless you sell medical devices or IVDs.

Frequently Asked Questions

Is the EU Authorized Representative the same as the Responsible Person?

In the context of GPSR and general e-commerce compliance, yes — the terms are used interchangeably. The Responsible Person is the GPSR-specific term; EU Authorized Representative is used more broadly. Both refer to the EU-established entity that acts as the legal contact for product safety. AuraDPP provides this service.

What does Amazon mean by “EU Authorized Representative” in Seller Central?

Amazon uses the term EU Authorized Representative to mean the GPSR Responsible Person. When Amazon requests an EU Authorized Representative for your product listing, they require a GPSR Responsible Person established in the EU. AuraDPP provides this and issues the required appointment letter within 24 hours of receiving complete documentation.

Do I need both a Responsible Person and an EU Authorized Representative?

For general consumer products, no — the Responsible Person under GPSR fulfils the EU Authorized Representative requirement for e-commerce purposes. For specialized regulated products (medical devices, radio equipment), additional roles may be required. AuraDPP covers the GPSR Responsible Person requirement.

What is EC-REP and do I need it?

EC-REP (European Community Representative) is required only for medical devices and in vitro diagnostics under MDR/IVDR. If you sell general consumer products, you do not need an EC-REP — you need a GPSR Responsible Person. AuraDPP provides GPSR Responsible Person services, not EC-REP services for medical devices.

Use the free GPSR Compliance Checker to find out exactly which EU compliance role your products require. — Goran Matejic, LIMASE s.r.o. (AuraDPP), Bratislava, Slovakia | GPSR Official Text (EUR-Lex)