The entity buying the "product" is going to be the importer of record and, in the end, responsible for ensuring that their laws and regulations are met (and is also taking a risk that the product may be seized and not be allowed to cross their borders).
It's (usually) not illegal under local laws for, say, a North American to sell a non-conforming product, such as a lead-soldered doohickey to a person in France, but the customer may be breaking some regulations by importing it. Of course if the North American entity has a presence in France such as a sales office they may be subject to French law.
For example, when an electronic device is imported into the US, some couriers require a signed document explicitly stating the the recipient is responsible for FCC regulations (fines for even offering non-conforming products can be huge). The US is a bit more complex than some places because things vary significantly state-by-state rather than being uniform federal requirements. For example, energy efficiency standards imposed by California. Countries such as Canada would have regulations related to packaging and language (French manuals, for example) that are generally unenforced for small quantities and private importers.
I would say with Kickstarter, they appear to be generally ignoring (or possibly ignorant of) their own domestic regulations and requirements, let alone those that a multinational would have trouble wrestling with. I think I've seen one where UL listing was a stretch goal (and yes, I know, UL listing is not a legal requirement in the US, but for insurance it would be.. insurance, what's that?).