Advertising and marketing

Contact: Oliver Bray and Rupert Cowper-Coles

Advertising and marketing

European Accessibility Act: key questions for businesses

The European Accessibility Act (EAA) is an EU law aimed at making everyday products and services accessible to people with disabilities. It covers items like computers, smartphones, ATMs, and services such as banking and e-commerce. By setting common accessibility standards, the EAA simplifies business operations across the EU and improves the lives of millions of people with disabilities. As of 28 June 2025, companies must ensure that the newly marketed products and services covered by the Act are accessible, and consumers will be able to file complaints if products or services don't respect the new rules.

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Updates to EHRC's discriminatory advert guidance

The Equality and Human Rights Commission (EHRC) has updated its guidance for anyone publishing an advert, to ensure that it isn't discriminatory. What makes an advert discriminatory, and therefore unlawful, is if it restricts jobs, goods, services or facilities to anyone protected under the Equality Act.

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EU Council adopts position on Green Claims Directive

The EU Council has adopted its position on the Green Claims Directive (GCD).
Key changes proposed include:

additional rules on carbon offset claims to require companies to disclose the percentage of emissions offset and show progress towards a net zero target
a simplified verification procedure involving self-compliance for certain lower risk green claims
a softer approach to penalties including removing the reference to specific fines. The GCD will now be negotiated with final agreement expected later this year.

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Advertising and marketing

ASA reviewing Advertising Codes in response to DMCC Act

The Digital Markets, Communications and Consumers (DMCC) Act 2024, which received Royal Assent in May, has repealed the Consumer Protection from Unfair Trading Regulations 2008 (CPRs). The Advertising Standards Authority (ASA) is adjusting its Advertising Codes in response to the new Act, which will be effective later this year. While the new Act's consumer protection sections largely mirror the CPRs, there are changes in definitions and additional provisions that necessitate updates to the ASA's rules and literature. The Committee of Advertising Practice (CAP) is reviewing its Codes to incorporate these changes and will publish the revisions after consultation.

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