Business Coalition urges the EU to act now – Deemed Importer obligations must not be delayed to 2028

Alongside 15 other EU trade associations, the CEC has signed an industry statement calling for the swift introduction of the ‘deemed importer’ designation in the EU.

European traders are facing a growing influx of small consignments from third-country e-commerce platforms, many of which include ultra-fast fashion products that do not comply with EU environmental, health, safety, and intellectual property rules. This creates unfair competitive pressure on EU businesses that invest heavily to comply with these standards.

The proposed ‘deemed importer’ designation would help address these challenges by ensuring that foreign enterprises and online platforms are legally responsible for complying with EU single market obligations, including customs duties, VAT, Extended Producer Responsibility (EPR), and other regulatory requirements.

However, as the measure is currently expected to come into force only with the new Union Customs Code (UCC) in 2028, EU companies will continue to face this imbalance for years to come. At a time of geopolitical uncertainty, shifting trade dynamics, and weak consumer demand, European businesses cannot afford prolonged regulatory gaps.

The CEC therefore calls on the EU and its Member States to introduce a legal obligation for foreign operators to appoint a legally responsible entity in the EU for e-commerce imports without delay. This could be achieved through an EU Regulation well before 2028, helping ensure fair competition and effective enforcement of EU rules.

You can read our full statement here.