European Representative
What is European Representative
European Representative, which stands for European Authorized Representative, refers to a natural person or legal person explicitly designated by a manufacturer outside the European Economic Area (EEA) (including EU and EFTA). This natural person or legal person can perform specific duties required of the manufacturer by the relevant EU directives and laws on behalf of the manufacturer outside the EEA.
When the products of exporters outside the EU encounter any problems in customs clearance, the European Representative will help the exporter communicate with the customs and solve the problem. The customs will usually also require communication with the exporter's European Representative. When any problems arise during the sales of the exporter's products in the EU, the European Representative also assists in solving the problem. Therefore, the European Representative bears certain risks. The higher the risk of the products exported by the exporter, the higher the risk borne by the European Representative.

European Representative

EU Market Supervision Regulation
EU Market Supervision Regulation 2019/1020, namely REGULATION (EU) 2019/1020 OF THE EUROPEAN PARLIAMENT AND OF THE COUNCIL, will come into effect on July 16, 2021.
If the products sold by customers are CE marked and manufactured outside the EU, they need to ensure before July 16, 2021:
1. Such products have a responsible person in the EU;
2. Products with the CE mark are labeled with the information of the responsible person.
After July 16, 2021, it is illegal to sell CE-marked products in the EU without an EU responsible person.
What products need to be EU-represented?
Except for medical devices, civil explosives, and certain elevators and ropeway devices, the sale of products with the CE mark must have a responsible person located in the EU (ie, EU-represented).
Product categories include: toys, gas stoves (appliances), electronic and electrical products controlled by the Electromagnetic Compatibility Directive, personal protective equipment, explosion-proof products, measuring and testing equipment, non-automatic weighing equipment, ships, simple pressure vessels, energy-saving related products, electrical and electrical products controlled by the Low Voltage Directive, radio equipment, mechanical equipment, equipment that may generate noise, pressure equipment, electronic and electrical products, and hazardous substances in equipment.
The harm of not having an EU representative
1. Goods are seized
2. Product links are removed from shelves
3. If the category review fails, a DOC issued by the EU representative is required
EU representative mark requirements
The company name, address, contact information and other information of the EU representative/UK representative must be reflected on the product, packaging or accompanying documents, as shown in the following examples.