Online marketplaces is a sector that needs a well-defined set of rules, to protect those who buy and those who sell. 

This is why the European Commission has proposed the Digital Services Act (DSA) and the Digital Markets Act (DMA), to ensure that European citizens can be confident of their online safety and that businesses can thrive in the digital world. 

The DSA includes measures to increase the identification of products sold online and the traceability of economic operators active on online platforms. These objectives can be achieved through the GS1 standards. 

More information on the EU requirements can be found here