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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.