MEMBERS OF THE M-TEAM STUDENT MARKETING RESEARCH CLUB AND ACADEMIC STAFF OF THE DEPARTMENT OF MARKETING ENHANCED THEIR KNOWLEDGE OF EU CONSUMER PROTECTION STANDARDS
On October 22, 2026, students who are members of the M-Team Student Marketing Research Club and academic staff of the Department of Marketing participated in a professional webinar entitled “Consumer Rights under EU Standards: What Marketers Need to Know,” organized by the Ukrainian Marketing Association (UMA). The event was held online and focused on current European legal requirements that must be considered when conducting marketing activities and promoting goods and services in European Union markets.
The webinar was held as part of the project “European Rules for the Food Business and Consumer Protection: Public Awareness, Dialogue, and Implementation,” supported by the International Renaissance Foundation and co-funded by the European Union.
The keynote speaker was Olena Andriienko, Chief LegalTech Officer at Publicis Groupe Ukraine and Senior Research Fellow at the Laboratory for Artificial Intelligence and Law of the Research Center for Digital Transformation and Law at the State Scientific Institution “Institute of Information, Security and Law of the National Academy of Legal Sciences of Ukraine.” She is an expert with extensive professional experience in advertising law.
During the webinar, participants explored the fundamental principles of the European consumer protection system and their practical application in marketing. Particular attention was paid to business responsibility for providing accurate product information, compliance with advertising requirements, warranty obligations of manufacturers and sellers, and legal aspects of promoting products in European markets.
The key topics covered during the webinar included:
- EU legislative requirements concerning consumer rights protection, warranty services, and liability for product quality and safety;
- Requirements for consumer information and labeling of specific product categories, including organic products, cosmetics, and textiles;
- Compliance with intellectual property rights in brand development, trademark use, and packaging design;
- European regulations on personal data protection and the use of digital tools in advertising campaigns in accordance with the GDPR, ePrivacy rules, and the Digital Services Act (DSA);
- Legal aspects of artificial intelligence applications in marketing, particularly the requirements of the EU Artificial Intelligence Act (EU AI Act) regarding transparency in consumer interactions and the use of AI-generated content;
- Assessment of legal risks associated with planning marketing communications and the entry of Ukrainian companies into EU markets.
The speaker's practical recommendations on preparing advertising campaigns in compliance with European requirements were particularly valuable to participants. The discussion highlighted the importance of verifying the legal compliance of advertising claims, substantiating environmental claims about products, ensuring the lawful use of personal data, and providing accessible information to consumers.
For students of the M-Team Student Marketing Research Club, participation in the webinar was an important opportunity for professional development and deepening their knowledge of international marketing standards. The information gained contributes to a better understanding of the relationship between marketing decisions, legal requirements, and corporate responsibility towards consumers. Issues related to fair advertising, the use of digital technologies, and building consumer trust in brands are particularly relevant for future marketing professionals.
For the academic staff of the Department of Marketing, participation in the event provided an opportunity to explore current developments in European legal regulation and practical approaches to their application in marketing. The knowledge gained can be used to update teaching materials, incorporate practical case studies, and strengthen the European integration component of professional training for higher education students.
Participation in such educational and professional events is an important area of activity for the M-Team Student Marketing Research Club, as it contributes to broadening students' professional perspectives, developing analytical thinking, and building the competencies required to work in today's international marketing environment.
We sincerely thank the Ukrainian Marketing Association and the speaker, Olena Andriienko, for an informative webinar, valuable practical recommendations, and the opportunity to deepen our knowledge of European consumer protection standards and responsible marketing practices!
22.10.2026