Quick answer to common questions

1. Main rules of the basic act, delegated and implementing acts

1.2. Eligibility

How can I find data on representativeness of a proposing organisation to demonstrate the 50% threshold? What if I cannot demonstrate it?

Trade organisations generally have data on the market. It is generally one of their objectives: improving knowledge and the transparency of production and the market of a sector, including by publication of aggregated statistical data on production costs, prices, etc.

There is no need to ask any national authority to certify these data. In an application for EU funding, these data shall be easy accessible (extract of studies or link with webpages, etc.).

In addition, there is a second possibility to demonstrate your representativeness. Lower thresholds may be accepted in duly justified cases, such as the structure of the market.

1.5. Main message of a campaign

What is meant by the "main Union message" of a promotion programme?

The Union promotion scheme should supplement promotion schemes run by Member States or private sectors and should focus on a Union message. In that respect, promotion programmes co-financed by the Union should demonstrate a specific Union dimension.

The Union dimension is assessed both in terms of content of the message and impact. It shall in particular provide information on European production standards, the quality and safety of European food products and European dietary practices and culture, promote the image of European products on the internal market and international markets, raise awareness of European products and logos among the general public and in commercial undertakings.

You can find examples of a "Union message" on Europa website in past or current promotion campaigns co-financed by the EU such as "l'Europe signe les produits de ses terroirs" on PDO PGI logos, "the cheeses of Europe, make it magnifiqueLegends from Europe on PDO PGI TSG, "European quality foods – Eating with you five senses", etc.

1.7. Mention of brands

How can brands be mentioned?

Information provision and promotion measures shall not be brand-oriented. Nevertheless, it shall be possible for commercial brands of promoted products of the proposing organisations to be visible during demonstrations or tastings and on the printed information and promotional material displayed or distributed during demonstrations and tastings, provided that the principle of non-discrimination is respected and that the overall, non-brand-oriented nature of the measures remains unchanged. The principle of non-discrimination shall ensure equal treatment and access for all brands of the proposing organisation. It means that the proposing organisation shall keep evidence that all members of the proposing organisation concerned have been given an equal opportunity to display their brands. Each brand shall be equally visible and its graphic presentation shall use a separate and smaller format than the main Union message of the campaign. A minimum of 5 brands shall be displayed, except in duly justified circumstances pertaining to the specific situation of the Member States concerned.

During demonstrations and tastings, brands may only be displayed:

  • together in a banner located on the front of the counter of the stand or equivalent support. That banner shall not exceed 5% of the total surface area of the front of the counter of the stand or equivalent support; or
  • individually, in separate and identical booths in a neutral and identical way, on the front of the counter of the booth or equivalent support for each brand. In that case, the display of the brand name shall not exceed 5% of the total surface area of the front of the counter of the booth or equivalent support.
  • On the printed material distributed during demonstrations or tastings, brands may only be displayed together in a banner at the bottom of the page which shall not exceed 5% of the total surface area of that page.
  • For websites, brands may only be displayed together in either of the following two ways:
  • in a banner located at the bottom of the webpage, which shall not exceed 5% of the total surface area of the webpage, where each brand shall be smaller than the emblem of the Union referring to the co-financing of the Union;
  • on a dedicated webpage distinct from the home page, in a neutral and identical way for each brand.
2. Application, Selection and Management of programmes

2.3. Management (payment, control, reporting)

How is the impact of the programmes assessed?

In order to assess the effectiveness and efficiency of information and promotion programmes, performances indicators for the evaluation of the programmes shall be established in the programme proposal.

These performance indicators include output indicators (such as number of events organised, number of spots aired on TV/radio or published print), result indicators (such as number of professionals/experts/importers/consumers who participated in events who were reached by a TV/radio spot/print or online add, number of visitors on the website or likes on their Facebook-site) and impact indicators (such as sales trends of the sector, value and volume of Union exports of the product promoted; change in the Union products market share; change in the level of recognition of the logos of the Union quality schemes).

A final study evaluating the results of the promotion programme shall be undertaken by an independent external body, using the indicators set in the programme.