Seldia - European Direct Selling Association
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Direct Selling: combining a

unique customer experience

with empowering entrepreneurs

Direct Selling: Combining a unique customer experience with empowering entrepeneurs
2021 Statistics for Europe - Direct Selling continues to grow despite the Pandemic

According to the WFDSA annual global statistics report, 6.565 Million Europeans were active in Direct Selling in 2021. 81% of them are women.

Direct Selling retail sales (excl VAT) in the EU grew by 3%, and by 5.7% for the rest of Europe (Norway, Switzerland, Turkey, Ukraine, UK), averaging at 3.2% for the whole region.

The impact of community lockdowns and global supply chain disruptions affected markets and product categories unevenly during 2020 and 2021. While the wellness product category remained stable compared to 2020, the cosmetics category contracted to the benefit of household goods and durables, and home improvement.

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European Direct Selling Conference - That's a wrap!

We’d like to share with you a few words from Seldia’s President, Beatrice Nelson-Beer.

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Seldia’s General Assembly elects New President and Board of Directors

On 25 November, Beatrice Nelson Beer, Chief Legal Officer, global head of legal, regulatory affairs, compliance, and human resources at PM International was elected as President of Seldia. She succeeds to Philippe Jacquelinet, CEO of the French clothing company ‘Captain Tortue’, who brilliantly served for two terms.

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Seldia updates its Codes of Conduct

Seldia adopts Codes of Conduct in order to ensure that the relationships between companies, direct sellers and consumers are based on trust and fairness. The first European Codes of Ethics were adopted in 1995.

In May 2021, The Seldia General Assembly adopted a revised version of the European Codes of Conduct for Direct Selling, and a Guide on disclosure and recognisability of the commercial nature of direct selling social media content.

The Guide builds on existing guidance available from enforcement authorities and advertising standards self-regulatory organisations, in Europe and beyond, while aiming to address the specificities of the direct selling on social media.

European Direct Selling associations will have until 31 December 2021 to transpose the new codes provisions locally. Companies will have until 30 June 2022 to reflect the European and national changes in their material and practice.

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Policy Areas

EU Consumer Policy

Empowering consumers and ensuring a high level of consumer protection are among the key objectives of EU Consumer Policy.

Internal Market

The free movement of goods, services, persons and capital, as well as freedom of establishment across the EU, are paramount for European economic integration that further establishes the Internal Market.

Digital Single Market

In a highly digitalized world, the Digital Single Market pillars ensure that the people and businesses of the EU are interconnected and trust the online space.

  • Direct Selling Statistics
  • Position Papers
  • Press Releases
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  • Code of Conduct

European 2021 Statistical report

For more information, visit https://wfdsa.org/global-statistics/ ...

European 2020 Statistical report

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European 2019 Statistical report

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European 2018 Statistical report

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European 2017 Statistical report

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Seldia Position Paper on the directive on online contracts for the sales of goods

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Seldia Position Paper on the Revision of the 2009 UCPD Guidance Document

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Seldia Position Paper on Data protection

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Seldia hosts the European Direct Selling Conference gathers in Brussels, and hosts fundraising for education and entrepreneurship in Ukraine.

Seldia hosts the European Direct Selling Conference gathers in Brussels, and hosts fundraising for education and entrepreneurship in Ukraine.

The European Direct Selling Conference gathers in Brussels, and hosts fundraising for education and entrepreneurship in Ukraine. On 10 and 11 May, Seldia hosted the 8th European Direct Selling Conference in Brussels under the theme of “Infinite evolution”. After a two-year hiatus due to the pa ...

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Seldia’s General Assembly elects New President and Board of Directors

On 25 November, Beatrice Nelson Beer, Chief Legal Officer, global head of legal, regulatory affairs, compliance, and human resources at PM International was elected as President of Seldia. She succeeds to Philippe Jacquelinet, CEO of the French clothing company ‘Captain Tortue’, who brilliantly ...

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Laure Alexandre as the new Executive Director of Seldia

We are thrilled to announce the appointment of Laure Alexandre as Executive Director of Seldia! ...

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New Chairperson of the European Code Administrator body

Professor Evelyne Terryn, professor of commercial and consumer law at KU Leuven is the new Chairwoman of the European Code Administrator (Seldia Ethics Committee), the body that oversees the application of the European Code of Conduct.  ...

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Ipsos survey on Direct Sellers in Europe

Women, entrepreneurship and inclusivity: New independent market study shows that Direct Selling is supporting inclusive, flexible business opportunities for millions of Europeans. ...

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The 7th European Direct Selling Conference - Conference Report

The 7th Direct Selling conference took place in Brussels, 16 & 17 October 2018. More than 200 entrepreneurs, executives, policy makers and economists celebrated the event dedicated to celebrating the Anniversary of the Seldia organisation, which has represented the industry in Brussels for 50 ye ...

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Continued growth rates for direct selling in Europe

DIRECT SELLING CONTINUES TO SHOW SUSTAINED GROWTH IN EUROPE Another successful year for direct selling with strong sales in wellness and cosmetics ...

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Recommendations for the European Parliament and Commission 2019

Recommendations for the European Parliament and Commission 2019

Four key recommendations from the European Direct Selling Industry for the European Union institutions ...

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A Socio-Economic Study on Direct Sellers in the European Union

A Socio-Economic Study on Direct Sellers in the European Union

Direct selling: a business model that supports female entrepreneurship & inclusiveness. ...

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Direct Selling: A Vibrant Retail Channel in Europe

Direct Selling: A Vibrant Retail Channel in Europe

Direct selling is a method of marketing and retailing goods and services directly to the consumers, in their homes or in any other location away from permanent retail premises. It is usually conducted in a face-to-face manner, either where products are demonstrated to an individual, or to a group or ...

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DOs and DON’Ts in Direct Selling

DOs and DON’Ts in Direct Selling

This is the summary of the key principles of the Direct Selling Code protecting the Consumer and Direct Seller. The Code is a measure of self-regulation as developed by Seldia which all Seldia members are obliged to follow. ...

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European Codes of conduct for Direct Selling

European Codes of conduct for Direct Selling

The Codes of Conduct for Direct Selling are regularly updated to reflect evolution in the market place. The first European Codes of Ethics were adopted in 1995.The latest update was concluded in May 2021. European Direct Selling Associations have until 31 December 2021 to transpose the revised prov ...

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Seldia

Seldia aisbl
Avenue de Tervueren 14 1040 Brussels, Belgium
T: +32 (0)2 736 10 14 E: seldia@seldia.eu


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