Seldia, the European direct selling association, has launched a campaign to collect success stories from its members across Europe, aiming to showcase the positive impact of the direct selling channel. The initiative, announced on April 12, 2026, calls on member companies to submit examples of how their products and business models have benefited consumers, entrepreneurs, and local communities.
The campaign comes amid a broader EU regulatory simplification push. On March 24, 2026, Commissioner Valdis Dombrovskis proposed an ambitious simplification and enforcement agenda to boost EU competitiveness, including a 25% reduction in administrative burdens by 2029 and a 35% target for SMEs. Seldia’s effort to gather success stories aligns with this agenda by providing evidence of direct selling’s contributions to entrepreneurship and consumer choice, potentially supporting arguments for lighter regulation.
Seldia’s campaign also follows recent moves by other trade associations to highlight industry impact. On April 9, 2026, Orgalim called for simplicity and digital tools in the EU's 2026 New Legislative Framework update, while SBS launched a campaign to promote standards for SMEs. These parallel efforts reflect a coordinated push by business groups to shape the regulatory environment.
By collecting success stories, Seldia aims to demonstrate that direct selling creates flexible income opportunities and fosters innovation, particularly for small entrepreneurs. The campaign may also serve to counter criticism of multi-level marketing models by emphasizing positive outcomes. However, critics argue that such campaigns can downplay risks like financial losses for distributors or aggressive recruitment practices. The stories will be used in advocacy materials targeting EU policymakers, reinforcing the sector’s call for proportionate regulation that supports business growth while protecting consumers.
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