Europe in the Light of Faros: Navigating the New VBER Rules for Online Sales
As digital commerce continues to reshape Europe’s business landscape, the European Commission’s updated Vertical Block Exemption Regulation (VBER) introduces a fresh set of rules for how manufacturers and distributors can sell and promote products online. For ADDE members, these updates bring both opportunities and responsibilities — ensuring fair access to online markets while maintaining brand quality and compliance.
10/17/20251 min read
A New Framework for Fair Online Trade
Since 1 June 2022, the revised VBER has governed all distribution and supply agreements across the EU. After a one-year transition period, every agreement must now fully comply to benefit from the “safe harbour” protection under EU competition law.
This means that certain clauses that limit a distributor’s ability to sell or advertise online are no longer allowed. The goal: a fairer, more open European digital market where businesses can reach customers freely — across borders and platforms.
What’s Changing for Distributors and Manufacturers?
Freedom to sell online: Distributors can operate their own webshops without needing prior approval.
Freedom to use brands: Suppliers cannot forbid the use of trade marks or brand names on distributor websites.
Freedom to advertise digitally: Distributors may use online channels — such as Google Search, social media, or price comparison tools — to promote products.
Room for quality standards: Manufacturers can still set criteria for website design and presentation to preserve brand consistency.
Practical Advice for ADDE Members
Review existing contracts with suppliers to ensure they comply with the new VBER rules.
Clarify any restrictions that could limit online activity or digital advertising.
Embrace online opportunities — focus on enhancing visibility, quality, and customer engagement.
💡 Key Takeaways
✅What You Need to Know
🚫Clauses that restrict online sales or advertising are not permitted under the VBER.
🌐Distributors must have the freedom to sell and advertise online across the EU.
🏷️Use of brand names and trade marks on distributor websites is allowed.
🖥️Manufacturers can still set quality standards for online presentation.
📋Review agreements regularly to stay compliant and protect your safe harbour status.
Towards a More Transparent Digital Marketplace
The updated VBER reflects the EU’s vision for a fair, open, and consumer-friendly digital economy. For ADDE members, it’s a reminder that innovation and compliance go hand in hand — and that success in the online world depends not on restriction, but on quality, trust, and transparency.
As the light of Faros guides us, one message shines through:
Online freedom strengthens fair competition — for businesses and consumers alike.
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