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As the global community observes the World Day of Social Justice, the conversation naturally turns towards the systemic inequities that fracture our societies. We discuss the wage gaps, the educational divides, and the geographic disparities that leave millions behind. The United Nations defines social justice broadly as the removal of barriers that people face because of gender, age, race, ethnicity, religion, culture, or disability. It is a call for a fairer distribution of wealth, opportunities, and privileges within a society. Usually, when we seek solutions to these grand challenges, we look to government policy or NGO intervention. However, there is an often-overlooked commercial sector that aligns perfectly with this definition of social justice because it is structurally "blind" to these barriers: Direct Selling. Direct selling is one of the few industries where entry is not determined by a CV, a university degree, or a significant capital investment. It is a strictly "open to all" economy. By its very nature, it bypasses the traditional gatekeepers of employment and capital, offering a practical, working model of inclusive economic growth. Eliminating Barriers to Entry (Economic Justice) The first and perhaps most critical aspect of social justice is economic access. In the traditional business world, entrepreneurship is frequently a privilege reserved for the wealthy, who have the capital requirements to start, or the highly educated, who have the credentials to attract investment. This creates a closed loop where wealth generates wealth, and those without initial advantages are locked out. Direct selling dismantles this exclusivity. The industry offers low start-up costs - often less than €100 for a sales kit - and requires no specific educational background, effectively democratising access to income. It functions on the premise that effort and skill, rather than background or bank balance, should determine success. The evidence of this inclusion is clear. According to the 2023 Seldia/Ipsos survey , 25% of new direct sellers were not in any form of employment prior to starting their business. For these individuals, direct selling was not just a side hustle; it was a re-entry point into the economy that the traditional labour market had denied them. Furthermore, 29% of sellers are aged 50+, a demographic frequently sidelined by corporate ageism, finding here a sector that values their life experience rather than penalising their age. Gender Equity (Social Inclusion) The persistence of the gender pay gap and the "motherhood penalty" remains a significant social injustice across Europe. Traditional employment structures often penalise breaks in service or the need for flexible hours, pushing many women either out of the workforce entirely or into roles that do not utilise their full potential. Direct selling provides a robust, market-proven solution to this systemic exclusion. With 76% of direct sellers in Europe being women, the industry has organically created an environment that accommodates care duties rather than punishing them. It allows women to maintain economic independence on their own terms. This is supported by the data: 97% of direct sellers explicitly state they value the flexibility the industry offers regarding working hours.   Crucially, this flexibility does not come at the cost of professional growth. The survey highlights that 74% of sellers reported improved self-esteem and confidence, and 72% developed new business skills. This proves the sector is not merely a source of income, but a vehicle for professional empowerment for women who might otherwise be marginalised by rigid corporate structures. Geographic Inclusion (Bridging the Urban/Rural Divide) A growing fracture in European social cohesion is the divide between booming capital cities and declining rural areas. Economic opportunity is increasingly concentrated in major urban hubs, leading to a "brain drain" where talent and youth migrate to cities, leaving rural communities economically hollowed out. Direct selling thrives in decentralised networks. It does not require a headquarters in a financial district to function. Instead, it transfers wealth back into local communities, including rural and semi-urban areas. When a direct seller builds a business in a small village, the revenue they generate circulates locally. With over 5.4 million people involved in direct selling across Europe, this amounts to a massive, decentralised economic engine. These sellers are often acquiring transferable skills, such as digital competence and interpersonal communication (cited by 77% of respondents), which effectively "up-skills" rural populations without the need for them to relocate to urban centres to access training. Conclusion: A Partner in Cohesion By framing direct selling merely as a retail channel, we miss its deeper significance. It is a mechanism for inclusive economic growth. For Seldia and its members, the World Day of Social Justice is an opportunity to validate the industry not just as a business model, but as a necessary partner in the EU's social cohesion strategy. In a world building walls around opportunity, direct selling continues to build bridges. It reminds us that an economy is only truly successful when it is open to everyone.

Seldia, the European Direct Selling Association, has officially launched its 2024-2029 manifesto, presenting a vision to foster a competitive Single Market that is both socially responsible and conducive to the growth of the Direct Selling sector across the EU. We call on EU institutions to: Harmonise consumer protection rules and strengthen enforcement by establishing clear, uniform consumer protection standards and equipping regulatory bodies with stronger tools and additional resources. Support entrepreneurship by reducing administrative burdens, and implementing tax incentives, along with programs that provide funding, training, and resources. Acknowledge Direct Selling as a valuable provider of skill development by recognising in-company trainings programs for direct sellers. Click here to read the full manifesto. Additionally, Seldia has developed resources to provide insights into how Direct Selling works and what sets it apart from other business models. Key aspects of Direct Selling: It operates in a unique way. Personalised services and high-quality products are sold directly to consumers by independent sellers without the additional investment costs associated with traditional retail. Direct Selling adapts to consumers’ preferences and digital advancements using a range of channels both online and offline. Direct contact and personal connection between sellers and customers, which might be facilitated by digital tools, are the core of Direct Selling, regardless of the method. Discover more about Direct Selling and our campaign on our dedicated webpage . Download  here  the full Seldia Press Release.

The WFDSA has published the 2024 Global Annual Direct Selling Statistical Data Report in November 2025. A few statistics concerning the EU: The EU collectively recorded sales of €32.218 million (-3.2%). The number of sellers increased from 5.3 to 5.4 million. The share of women remains close to 80%, with 76%. Wellness was the largest category in 2024 with 17.7% of sales, followed by cosmetics and personal care (14.2%), household and durables (13.3%), and home improvement (12.1%). 4 of the 21 billion-dollar markets in 2024 are in the EU, including Germany, France, Italy, and Poland. Visit the  WFDSA website   for the full results.

We have published the second edition of Seldia’s external newsletter. This newsletter aims to share key milestones and activities from our association, as well as the latest news from and relevant to the direct selling industry in Europe.In this issue, you can discover our most significant achievements from the second half of 2026, along with developments relevant to the direct selling sector. Check out the newsletter at this  link . If you would like to receive it directly you can subscribe   here .

Seldia welcomes the opportunity to contribute to the call for evidence on the evaluation and update of the Audiovisual Media Services Directive. We acknowledge that the audiovisual media service ecosystem has undergone significant changes since it was last revised. However, we believe that the AVMSD remains fit for purpose. To adapt the current legal framework to market evolution, non-legislative interventions should first be explored. Non-binding guidance, combined with effective enforcement, should remain the preferred tool to promote legal certainty and consistent interpretation. Legislative intervention should be reserved for addressing clearly identified gaps or unregulated issues, where such action is necessary, proportionate, and supported by robust empirical evidence and data. Influencer marketing is covered by a comprehensive legal framework, complemented by soft-law instruments, self-regulatory initiatives, training, and certifications. However, as not all Member States have followed the same approach, we recommend developing clear and simple guidelines on influencer marketing to achieve harmonisation. You can download our Response to the Call for Evidence  here .

Seldia has been continuously promoting alternative dispute resolution methods as a satisfactory redress mechanism via its membership and in house structures. Therefore, we are supportive of the European Commission initiative on ADR/ODR.  But we have several recommendations: 1. Discrepancies between member states should be respected and different national systems should be maintained if they are effective. 2. The impartiality of a mediator should be ensured according to the domestic context. 3. A limit should be secured on the prerogatives of Member States. 4. Pan-European ADR schemes should be encouraged. 5. Exhaustive information requirements shall be avoided. 6. Legal representation should be excluded. 7. Online Dispute Resolution should be encouraged. 8. Any online redirection of complaints should be neutral. Download here the full Seldia Position Paper.

Seldia has published a position paper on European Sales Law stating the priorities of the Direct Selling Industry. Seldia is not opposed to an harmonisation of the European Sales Law as long as it does not represent an extra-layer of legislation in Member States. Download here the full Seldia Position Paper.

The Direct Selling Industry welcomes the proposal of the European Commission to Review the Data Protection Directive. Seldia’s main recommendations: 1. Consent as general rule, but with exceptions. 2. The right to access and the right to be forgotten shall remain proportionate. 3. Sensitive data shall be treated separately with additional safeguards. 4. Any impact assessment shall be limited to “sensitive data”. Download here the full Seldia Position Paper.

Seldia Annual Report 2011-2012 focuses on the theme: Promoting the benefits of Direct Selling in Europe. Download Seldia Annual Report 2011-2012 here .

Seldia Annual Report 2012-2013 focuses on the theme: Representing Direct Selling in Europe. Download Seldia Annual Report 2012-2013 here .