The EU’s EmpCo Directive, which applies from 27 September 2026, bans a wide range of greenwashing practices and introduces mandatory point-of-sale information obligations for traders selling to consumers in the EU.
The UK has prohibited tobacco and vaping advertising under the Tobacco and Vapes Act 2026, while the European Commission consults on modernising its own tobacco advertising and product rules.
The framework is a helpful tool for advertisers and supports self‑regulation of environmental claims.
This article explores key topics likely to shape 2026 regulatory agenda in the advertising and marketing industry in both the UK and the EU.
The EU Regulation on transparency and targeting of political has been in effect from 10 October.
AI is transforming advertising, offering efficiency and personalisation. Businesses must ensure compliance with ASA and CAP guidelines, avoid misleading content and be transparent about AI use to maintain ethical standards. Millie Bird and Emily Tombs report.
IAB Europe publishes key commitments and policy principles for 2024-2029. Georgie Taylor reports.
The Council of the European Union adopts a new regulation on the transparency and targeting of political advertising. Rebecca Heptonstall reports.
The EDPB responds to European Commission’s pledge initiative to simplify advertising and cookie choices, Melissa Woodfield reports.
