Global AdVocate: advertising and marketing international quarterly newsletter

This edition highlights major updates across multiple jurisdictions. These include the implementation of the EU Empowering Consumers for the Green Transition Directive in Finland, Ireland and Italy, with new rules on environmental claims, sustainability labels and greenwashing taking effect from September 2026; China's new measures regulating online marketing of financial products and governance rules for online trading platforms; Ireland's transposition of the European Media Freedom Act alongside new gambling advertising restrictions and alcohol advertising requirements; and the UK's Tobacco and Vapes Act 2026 tightening controls on product promotion, as well as the Sporting Events Bill seeking to introduce new ambush marketing protections.

We also cover Latvia's forthcoming rules on green claims and proposals to centralise supervision of financial services advertising, Bulgaria's updated Consumer Protection Act, and regulatory guidance from Ireland's ASAI, Italy's IAP and AGCOM, and international guidance from the ICC on combating scam advertising and the responsible use of AI in marketing.

This edition also features a detailed summary of recent case law and enforcement actions, addressing topics including influencer marketing disclosure, misleading advertising, telemedicine advertising restrictions, prescription medicine promotion, cross-border pricing rules, gambling advertising and social media transparency requirements.

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With thanks to the following key contacts who contributed to this edition in addition to those featured below: 

• Chloe Gastrell - United Kingdom
• Bas Peper - Netherlands
• Sophie Wiegant - Netherlands
• Koon-yiu Tse - Hong Kong
• Roosa Teittinen - Finland 
• Christina Miller - Germany
• Simon Schulze - Gernany
• Dan Jackson - Ireland
• Teniola Alao - Ireland
• Nicola Lattanzi - Italy
• Dārta Spridzāne - Latvia
• Andrew Fitzpatrick - Switzerland

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