EU product law distinguishes two corrective measures. A recall is any measure aimed at achieving the return of a product that has already been made available to the end user (Regulation (EU) 2019/1020, Article 3(22)) or to the consumer (General Product Safety Regulation, Article 3(25)). A withdrawal, by contrast, stops a product still in the supply chain from being made available. A recall therefore always involves consumers or professional users who already have the product.
A recall can be initiated by the economic operator itself, as the product acts require where a non-conforming product and its risk justify it, or ordered by a market surveillance authority; for products presenting a serious risk, authorities must ensure withdrawal or recall where no other effective means exists. The General Product Safety Regulation sets the rules for how a consumer recall is carried out. Article 35 requires that all affected consumers who can be identified are notified directly, and that product registration or loyalty schemes let customers leave contact details for safety notices. Article 36 prescribes the recall notice, in the language of the Member State concerned and in a Commission template: the headline “Product safety recall”, a clear description of the product with picture and identification numbers, a clear description of the hazard without minimising wording such as “voluntary” or “in rare situations”, the action consumers should take, the remedies offered, and a free contact channel. Article 37 gives consumers a choice of at least two of repair, replacement or refund, cost-free and without significant inconvenience.
Recalls in one Member State are notified through Safety Gate and published there; online marketplaces must inform buyers and publish the recall. In Denmark guidance on how to recall a dangerous product is published by the Danish Business Authority (Erhvervsstyrelsen), which took over the tasks of the Danish Safety Technology Authority (Sikkerhedsstyrelsen) on 1 January 2026.