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~ Wijnand Jongen ~

COLUMN

2024 EUROPEAN ELECTIONS: A PIVOTAL MOMENT FOR
THE FUTURE OF DIGITAL COMMERCE

rom 5 to 9 June 2024, European citizens across they have to navigate in many different languages creating
the 27 EU Member States will head to the important legal uncertainty and an enormous barrier to their
Fpolls to elect their next representative at the expansion outside of their country of origin.
European Parliament. The run up to the elections
offers a great opportunity to reflect on the progress The lack of harmonisation of extended producer responsibility
made during the past parliamentary mandate and (EPR) schemes across the EU provides for a good example of
assess what is still needed for shaping the European this fragmentation. EPR is the principle where manufacturers
economy of tomorrow. are held responsible for managing the disposal or recycling
of their products once they reach the end of their life. It is
Over the last years, companies operating in Europe have a great tool aiming at reducing environmental impact and
witnessed the emergence of numerous new laws, particularly promoting sustainable waste management practices. However,
aimed at regulating the digital sector and enabling the it has also become a great barrier to cross-border trade. For
green transition. However, as the EU legislative framework instance, fulfilling EPR requirements for selling one mobile
continues to expand in complexity and scope, our market risks phone unit in each 27 EU markets would require up to 300
losing its competitiveness and placing European companies at yearly reports, 40 working days, and an administrative costs
a disadvantage. equivalent to € 140.000 per year to comply with e-waste,
batteries and packaging rules.
The year 2024 marks a pivotal moment for Europe as the
outcome of these elections will hold the key to our ability Needless to say, this fragmentation is a missed opportunity
to transition towards the sustainable, circular, and digital creating significant barriers to SMEs’ participation in these
economy of the future. It is imperative that we take this systems, but also to their ability to grow cross-border.
moment to focus on Harmonising rules
legislation and assess “STRENGTHENING THE EUROPEAN in the Single Market
enforcing existing
must become a
SINGLE MARKET IS CRUCIAL FOR
the efficiency of the top priority of the
newly implemented next mandate. It
LEVELING THE PLAYING FIELD AND functioning single
rules. will enable a truly

ENHANCING COMPETITIVENESS
In the coming market, enable
years, e-commerce economic prosperity,
AMONG BUSINESSES.”
can become the and ultimately
driving force improve consumer
behind a fairer and choice.
more competitive,
sustainable and digital economy for Europe. How do we get Establishing a level playing field to foster healthy
there? By designing a European legislative framework and a competition
single market that not only supports but also facilitates cross- Strengthening the European Single Market is equally crucial
border digital commerce. for leveling the playing field and enhancing competitiveness
among businesses. To establish the necessary conditions for a
Shaping a stronger harmonised European Single robust Single Market capable of competing on a global scale,
Market e-commerce players active in the Union but based in non-
31 years after the creation of the European Single Market, EU countries need to play by the same rules as EU-based
businesses are still facing significant barriers to cross-border businesses.
selling. The Single Market remains heavily fragmented and
businesses are often facing 27 different set of rules that Unfair competition poses a significant threat that needs to

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