Consumer protection lies at the heart of the market economy and represents the foundation for citizens’ well-being and sustainable development. Alongside a strong legislative framework, raising citizens’ awareness of their rights also plays an important role – an area where Serbia and the European Union are working together.
The World Consumer Rights Day was marked at the Europe House in Belgrade. The event was attended by Jagoda Lazarević, Minister of Internal and External Trade, and Andreas von Beckerath, Ambassador of the European Union to the Republic of Serbia.
Minister Lazarević highlighted that, on its path toward European integration, Serbia is introducing three new legislative solutions that will further improve consumer protection. "The key message of the campaign launched today is “EU standards in the service of the citizens of Serbia”, referring to the ways in which the standards established in the European Union help citizens of Serbia who are not yet part of the EU single market protect their rights", she said.
“Marking World Consumer Rights Day is a way to raise awareness among consumers about their rights and interests, while the added value of this year’s observance lies in the synergistic cooperation between the administration of the Republic of Serbia and the EU Delegation to Serbia”, she stated.
Addressing the audience, Ambassador von Beckerath emphasized that consumer protection is the foundation of fair, reliable and prosperous societies.
"When consumers trust that what they buy is safe, fairly priced and honestly advertised, confidence in the market grows, and with it economic development. When businesses operate according to clear and equal rules, market competition strengthens and innovation follows. When Serbia aligns its consumer protection standards with those of the EU, this is not just another “box to tick” on the path toward accession – it is a direct investment in the well-being of citizens and the competitiveness of the economy”, stated Beckerat and emphasized that Serbia’s EU accession process in this area is already delivering tangible results.
Following the opening remarks, a roundtable titled “Consumer Protection in the Modern Digital Market” was held, featuring experts from the EU in the field of consumer protection, as well as representatives of state institutions and consumer association.
This year, the Ministry of Internal and External Trade and the EU Delegation to Serbia are jointly launching a national campaign aimed at raising public awareness about the rights and obligations of consumers. The campaign begins on 16 March and will last for one month under the slogan “EU standards in the service of the citizens of Serbia” and is implemented with the support of the project “EU Support for Internal Market” (EU4IM).
TV spots will be broadcast on RTS, while billboards with educational messages will be available to citizens in Belgrade, Novi Sad, Niš, Novi Pazar and other cities.
The Europe House is also joining the observance of World Consumer Rights Day. An exhibition on consumer rights will be open at its premises until 22 March 2026. Visitors will also have the opportunity to participate in an interactive quiz on the topic, while a screening of the well-known Czech documentary film “Scammers” is scheduled for 16 March 2026 at 6 pm.
The film depicts the aggressive marketing practices consumers are exposed to during various sales presentations.
