Seldia adopted a strict European Codes of Conduct for Direct Selling amended in 1999, 2000, 2004, 2011 and 2015, which sets the highest standards of ethics for direct selling companies. Seldia adopted this codes of Conduct in order to ensure that the relationships between companies, direct sellers and consumers are based on trust and fairness. The provisions of the Codes are not law but may go beyond the legislation in force. Seldia members companies are obliged to adopt and enforce this Code of Conduct as a condition of admission and continuing membership of Seldia. Over 28 national Direct Selling Associations in Europe are members of Seldia. Each of them is committed to incorporate the substance of the provisions of this Code into its own national code. Any company which is a member of one of those Direct Selling Associations is committed to requiring its direct sellers to follow the standards of the relevant national code and thus also the standards of the Seldia code of conduct.

Members of Seldia, represent directly and indirectly around 80% of the EU Direct Selling market. Companies that are members of a Seldia member association, are bound by the European Code throughout Europe, independent of whether they are a member of a local DSA in other EU markets.

European Codes of Conduct for Direct SellingDOWNLOAD
DOs and DON'Ts in Direct SellingDOWNLOAD


European Code Administrator

The European Codes of Conduct has established a European Code Administrator. The European Code Administrator is a body dealing with consumers’ and distributors’ complaints at last resort and it consists of a committee of three members. Two of them are from the direct selling sector and are appointed by the Board of Seldia. The third member, also designated by the Board of Seldia and acting as chairman, is independent from the sector. The Executive Director of Seldia is ex officio secretary of the Code Administrator.

Want to file a complaint?

If you purchased a product from a direct seller and you have a complaint against him/her or against a direct selling company, we recommend you to DOWNLOAD and complete the online complaint and send it back by:

  • Email at This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Post at European Code Administrator c/o Seldia Av de Tervueren 14 1040 Brussels Belgium
  • Fax : +32 (0)2736 34 97

For more information, please visit:

    Seldia Supports


    The Women Entrepreneurship Platform is a not-for-profit organisation founded by Seldia in 2013 with the objective of raising awareness about the barriers preventing women from taking the entrepreneurial path and creating their own business.

    For more information click here.