Imported products, including those bought online, have to meet EU safety or environmental standards like products from EU countries. Failing to comply with the EU regulations pose risks to consumers and businesses.
Risks of non-compliance and market surveillance
Customs authorities play a crucial role by controlling the growing volume of goods entering the EU, ensuring unsafe or non-compliant products are stopped and fair competition is maintained. Customs authorities work closely with national market surveillance authorities, which enforce EU product safety regulations within Member States. According to a recent report published by the European Commission in January 2026, data collected between 2022 and 2024 shows a steady increase in customs controls, with more non-compliant or dangerous products refused entry.
Expansion of e-commerce brings new challenges
The rapid growth of e-commerce imports is outpacing the implementation and effectiveness of custom checks. An EU-wide large-scale operation conducted from April to June 2025 assessed compliance of e-commerce imports, involving 27 customs authorities and 108 market surveillance authorities. The checks focused on controls of toys and small electronics shipped directly to EU consumers. The customs mainly checked compliance with labelling, marking, and required documentation. Missing information often meant products lacked safety warnings or usage instructions. In particular, Member States targeted four major marketplaces responsible for over 90% of low-value consignments, finding that more than half of the inspected products did not comply with EU regulations. Additionally, safety testing of selected products revealed serious concerns: 84% of those tested in laboratories were found to be dangerous, posing risks such as choking, electric shock, exposure to harmful chemicals, and asphyxiation.
Brand-owners, sellers, and online platforms key compliance actors
The EU’s Customs Reform aims at addressing these issues, making both online platforms and sellers key actors in ensuring compliance. Manufacturers are responsible to ensure that their products meet EU regulations before being imported into the Union market. Under EU regulations, manufacturer generally means as any natural or legal person who manufacturers products or has them designed or manufactured and markets them under their name or trademark. This means that, even when not manufacturing the product themselves, brand-owners are considered manufacturers.
For any support with accessing the European market, contact us today here or at prodlaw@obelis.net.
References:
European Commission (2026). E-commerce: product compliance and safety. Retrieved on 13/01/2026.
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