A discussion on consumer protection in the digital environment brought experts together in Belgrade

31. March 2026

The event “Consumer Protection in the Modern Digital Market”, held on 16 March 2026 at Europe House in Belgrade, was highly successful, with strong participation from both the professional community and the general public.

The programme was opened by Ms Jagoda Lazarević, Minister of Internal and Foreign Trade of the Republic of Serbia, and H.E. Mr Andreas von Beckerath, Ambassador and Head of the EU Delegation to Serbia. The round table discussion brought together experts from Hungary, Spain, and Serbia, including representatives of public administration and the NGO sector, who engaged in a dynamic exchange on key future-oriented topics such as the Consumer Agenda 2030, digitalisation, enforcement of consumer protection rules, and enhanced institutional cooperation.

The discussion highlighted in particular the rapidly growing e‑commerce sector and the influx of products from third countries, new safety risks ranging from lithium batteries to toys with artificial intelligence features, the need to address manipulative digital practices through the forthcoming Digital Fairness Act, and the importance of the European Safety Gate system for coordinated withdrawals of dangerous products.

The evening programme featured the screening of the documentary Crooks (Šmejdi), which attracted a wide audience and created an engaging space for dialogue beyond the formal agenda. A special highlight was the participation of the film’s director Silvie Dymáková, who joined the discussion with the audience. The film was made accessible to the Serbian public through subtitles prepared within the project.

Overall, the event successfully connected expert discussion with public engagement and demonstrated strong interest in consumer protection topics in the digital age.

The EU4IM project, implemented by SAMRS in consortium with AICS and FIAP, supports Serbia’s integration into the EU Single Market by strengthening regulatory frameworks, digital services, and institutional capacities. The activities implemented by SAMRS in cooperation with the Regional Development Agency Senec-Pezinok focus on the development of e-commerce including mentoring for hundreds of entrepreneurs and creating practical guides; building a Point of Single Contact (PSC) with a new digital platform and service catalogue; and enhancing consumer protection through the preparation of a new national strategy, modernization of ADR/ODR tools, and the establishment of a consumer call center. In this way, EU4IM contributes to more efficient services, stronger institutions, and Serbia’s alignment with European standards.