Seldia, the European Direct Selling Association, launched its 2024-2029 manifesto, publishing its recommendations for EU direct selling institutions. The manifesto highlighted its three key priorities to ensure a direct selling community that is both social and responsible, including better enforcement and harmonization of consumer protections, the development of business-friendly ecosystems and recognition for microentrepreneurs, and the promotion of entrepreneurship and soft skills.
The manifesto described consumer protection as the “cornerstone of a healthy economy” but acknowledged the complexity of consumer protection laws that can make them difficult to enforce. To address the challenges that can hinder enforcement and create inconsistent application, Seldia recommended:
- Enforcing clear and uniform standards
- Promoting consumer education
- Providing regulatory bodies with stronger investigative tools and penalties for violations of consumer protection laws
- Allocating more resources for national regulatory bodies and the European Commission
- Collaborating across member states to share best practices and conduct join enforcement actions
Micro-entrepreneurship opportunities have faced challenges within the EU because they don’t always fit existing regulatory categories, leaving microentrepreneurs lacking access to funding, training and resources. To address this, Seldia encouraged leaders to facilitate dialogue among its policymakers and entrepreneurs, to streamline regulatory processes, advocate for tax incentives and training, and emphasize social inclusivity.
According to the manifesto: “The skills developed through direct selling are transferable to other business and employment opportunities, making them valuable assets for individuals and the broader economy and society. With 99% of businesses in the EU being SMEs and forming the backbone of the European economy, recognizing entrepreneurship skills can have several positive outcomes and benefits. Recognition of direct selling skills can open doors to further career opportunities for individuals, both within and outside the direct selling sector, and it can enhance direct sellers’ career opportunities. It can also be an encouragement for entrepreneurship: when skills acquired through Direct Selling are recognized and valued, more individuals are likely to pursue entrepreneurship, leading to greater economic activity and innovation. By acknowledging the skills gained through direct selling, policymakers can help reduce barriers for individuals looking to start their own businesses.”
