What is a product recall?

A product recall is how a company gets an unsafe product back from the people who already bought it. It is different from a withdrawal, which stops a product that is still in warehouses or shops from being sold. The General Product Safety Regulation (GPSR) defines both in Article 3 and, since 13 December 2024, sets common EU rules on how recalls must be run.

A recall can be started by the company itself or ordered by a national market surveillance authority. Either way, the same rules on informing consumers and offering a remedy apply.

How a recall works under the GPSR

1. Corrective action. A manufacturer that considers a product dangerous must immediately take corrective measures, which can include withdrawal or recall (Article 9(8)). Importers and distributors have similar duties.
2. Notify the authorities. The manufacturer informs market surveillance authorities through the Safety Business Gateway, the Commission's web portal for businesses (Article 27). The notification covers the risk, the action taken and the quantities concerned in each country.
3. Contact consumers directly. Economic operators must make sure that all affected consumers they can identify are notified directly and without undue delay (Article 35(1)).
4. Publish the recall notice. Where not every consumer can be reached directly, a clear and visible recall notice must be spread through other appropriate channels (Article 35(4)).
5. Provide the remedy set out in Article 37.

Authorities can then share the measure with other countries through Safety Gate, the EU rapid alert system. In 2025, national authorities recorded 5,794 follow-up actions on Safety Gate, such as recalls, withdrawals, stopping products at the border and removing online listings.

The recall notice

When recall information goes to consumers in writing, it must take the form of a recall notice (Article 36). It must be easy to understand, in the language of each country where the product was sold, and include:

• the headline "Product safety recall";
• a picture, the name and brand of the product;
• identification numbers such as the batch or serial number, and where to find them on the product;
• when, where and by whom it was sold, if known;
• a clear description of the hazard;
• what consumers must do, including to stop using the product immediately;
• the remedies available;
• a free phone number or interactive online service for questions;
• where appropriate, a request to share the information.

The hazard must not be played down. Terms such as "voluntary", "precautionary", "discretionary", "in rare situations" or "in specific situations", or saying there have been no reported accidents, are not allowed. Commission Implementing Regulation (EU) 2024/1435 sets out a template for the notice.

Remedies for consumers

The company responsible must offer an effective, cost-free and timely remedy, with a choice of at least two of the following (Article 37):

• repair of the product;
• replacement with a safe product of the same type and at least the same value and quality;
• a refund of at least the price the consumer paid.

Only one remedy may be offered if the others are impossible or would be disproportionately costly. The consumer is always entitled to a refund if a repair or replacement is not completed in reasonable time. The consumer never pays for shipping or returning the product. Repair by the consumer, or disposal, only counts when it is easy and safe and stated in the notice.

These rules come on top of the consumer's legal guarantee rights.

Why owner data decides how well a recall works

The GPSR expects direct contact wherever possible. That only works if you know who owns which unit. Companies that run product registration or loyalty programs must offer customers the option to give separate contact details used only for safety purposes (Article 35(2)). Product identification such as batch and lot numbers and serial numbers lets you narrow a recall to the affected units instead of a whole model.

For context: in the United States, consumer product recalls are handled with the Consumer Product Safety Commission (CPSC). Manufacturers, importers, distributors and retailers must report potentially hazardous products to the CPSC within 24 hours of obtaining reportable information.

How to prepare

1. Mark every product with a type, batch or serial number, as the GPSR already requires.
2. Collect owner contact details through product registration, with a safety-only contact option.
3. Keep sales and distribution records by country, so you can report quantities and reach retailers.
4. Draft a recall notice from the template in advance, with your free contact line ready.
5. Decide your remedies and logistics for collection, repair, replacement and refunds before you need them.