Διεθνής αναγνώριση για την εκπαιδευτική πρωτοβουλία του ΣΕΕ και τη συμβολή του στην προώθηση της υπεύθυνης διαφημιστικής επικοινωνίας.
Το Συμβούλιο Ελέγχου Επικοινωνίας (ΣΕΕ) απέσπασε το Bronze Award στα EASA 2026 Best Practice Awards, που διοργανώθηκαν από την European Advertising Standards Alliance (EASA) και πραγματοποιήθηκαν στις 15 Οκτωβρίου στη Βαρσοβία, με τη συμμετοχή οργανισμών αυτορρύθμισης (Self-Regulatory Organizations – SROs) από όλη την Ευρώπη.
Η υποψηφιότητα “From Awareness to Action: Building an Education Ecosystem for Responsible Advertising”, που αφορά στο σύνολο των ενεργειών εκπαίδευσης – ευαισθητοποίησης που έχουμε υλοποιήσει τα τελευταία 2 χρόνια (IMST, SEEworkshops, SEE digital content), επιβραβεύθηκε με το Bronze Best Practice Award 2026.
Η διάκριση αυτή αναγνωρίζει τη σημασία της εκπαιδευτικής δράσης του ΣΕΕ και τη συμβολή της στην καλλιέργεια μιας κουλτούρας υπευθυνότητας στη διαφημιστική επικοινωνία. Ενδεικτικά αναφέρουμε πως έως τον Ιούλιο του 2026, το ΣΕΕ υλοποίησε περισσότερα από 80 εκπαιδευτικά workshops, με σχεδόν 400 ώρες δια ζώσης εκπαίδευσης για 1.350 επαγγελματίες από 150 εταιρείες, το IMST αριθμεί 45 partners και 453 πιστοποιημένους content creators, και παράλληλα μέσω του site και του LinkedIn υπάρχουν διαθέσιμα 28 εκπαιδευτικά άρθρα.
Μέσα από τα εκπαιδευτικά του προγράμματα, το ΣΕΕ επενδύει στην ενδυνάμωση της γνώσης και στην καλλιέργεια ουσιαστικής κατανόησης των αρχών και των κανόνων δεοντολογίας που διέπουν τη διαφημιστική πρακτική. Στόχος είναι η διαμόρφωση μιας κοινής κουλτούρας υπευθυνότητας στον χώρο της διαφημιστικής επικοινωνίας, με την εκπαίδευση να αποτελεί βασικό εργαλείο για την πρόληψη παραβάσεων, την υιοθέτηση καλών πρακτικών και την ενίσχυση της εμπιστοσύνης μεταξύ επιχειρήσεων, επαγγελματιών και καταναλωτών.
Η βράβευση από την EASA αποτελεί σημαντική διεθνή αναγνώριση της εκπαιδευτικής δράσης του ΣΕΕ και της συστηματικής προσπάθειάς του να μετατρέπει την ενημέρωση και την ευαισθητοποίηση σε ουσιαστική γνώση και υπεύθυνη πρακτική. Παράλληλα, ενισχύει τη δέσμευσή του να συνεχίσει να αναπτύσσει πρωτοβουλίες που προάγουν τη δεοντολογία, τη διαφάνεια και την υπευθυνότητα στη διαφημιστική επικοινωνία.
Τα βραβεία που απονεμήθηκαν συνολικά είναι:
Gold – AUTOCONTROL, SPAIN | “From AdEthics to Market Transformation: The Successful Building of Spain’s Influencer Marketing Compliance Ecosystem”
Silver – ASA, UNITED KINGDOM | “The ASA’s Pulse Reports”
Bronze – SEE, GREECE | “From Awareness to Action: Building an Education Ecosystem for Responsible Advertising”
SRC, NETHERLANDS | “Straight from the Source: Bringing Influencer Rules into Creator Culture”
Επίσης, απονεμήθηκαν και τα παρακάτω ειδικά βραβεία:
Social Impact Award – ASA, UNITED KINGDOM | “Depiction of Older People in Advertising”
Collaboration Award – ARPP, FRANCE | “From Athletes to Responsible Influencers: Co-designing Self-Regulation for Sport Marketing”
Η φετινή κριτική επιτροπή απαρτίστηκε από τους εξής:
Sophie Cartwright Meta, Conor Murray egta, Nikolas Moschakis European Publishers Council, Gabrielle Robitaille World Federation of Advertisers, Charley Stoney, European Association of Communications Agencies, Michael Todd Google
Παρακάτω μπορείτε να δείτε το case study της υποψηφιότητας:
From Awareness to Action: Building an Education Ecosystem for Responsible Advertising
Entry Category
Industry awareness and education
Briefly describe the project and explain why it was needed. Outline the project and state why it is relevant; indicate how it relates to the different features selected above.
Research conducted by SEE in 2023 among marketing and advertising professionals revealed limited understanding of the Code and its practical application, alongside an unclear, often inaccurate perception of SEE and of the role of self-regulation.
At the same time, the advertising ecosystem undergoes constant and rapid transformation, driven by the growth of influencer marketing, the emergence of AI, the evolution of digital platforms and complex regulatory expectations. These developments called for practical guidance and SEE recognized that effective self-regulation could no longer rely on enforcement alone. Systematic, accessible education capable of reaching the wider advertising ecosystem was also required.
To address this need, SEE developed and introduced to the Greek market, for the first time, a comprehensive and specialized education program dedicated to advertising ethics and responsible advertising. Its objective was to strengthen awareness of the Code, promote a deeper understanding of ethical marketing principles and their practical application, and demonstrate the value and role of the self-regulatory system.
The initiative was built around three complementary programs: (1) an extensive program of industry workshops, (2) the implementation of the Influencer Marketing Standards Training (IMST), and (3) systematic educational content delivered online. Together, these initiatives provided practical, case-based learning tailored to different audiences, from advertisers and agencies to influencers and future marketing professionals.
By investing in education as a long-term prevention strategy, SEE aimed to build a shared culture of responsible commercial communication, strengthen confidence in self-regulation and equip the industry to address emerging challenges proactively—before they become compliance issues.
What were the main objectives? What challenge did you want to address? What did you hope to achieve. Indicate the main goals of the project.
The project aimed to establish education as a strategic pillar of self-regulation and a catalyst for strengthening a culture of responsible advertising across the Greek advertising industry.
SEE’s ambition was to increase awareness of the Hellenic Advertising and Marketing Communications Code and make knowledge of the Code, as well as understanding the value and importance of self-regulation, accessible to as many professionals across the advertising ecosystem as possible.
But more importantly, it was to drive a change in mindset. SEE sought to foster a cultural shift in which responsible advertising would become an integral part of everyday professional decision-making, and compliance would be viewed not as a constraint, but as an essential component of effective, creative and trustworthy communication.
To achieve this, SEE developed a comprehensive education framework offering tailored learning opportunities to different audiences. These included practical workshops for advertisers, agencies, sector-specific audiences, corporate teams and future communication professionals; the implementation of the Influencer Marketing Standards Training (IMST), based on EASA’s AdEthics program; and the development of accessible online educational content.
Through these initiatives, SEE sought to create a shared understanding of responsible advertising across the industry and equip professionals to navigate emerging challenges, from influencer marketing and AI-generated content to evolving digital platforms and regulatory expectations.
Ultimately, the goal was to create lasting change: a market in which responsible advertising is not simply a set of rules to follow, but a shared professional value—one that strengthens brands, protects consumers and reinforces trust in self-regulation.
What did you do? Explain 1. Main activities 2. Implementation 3. Partners involved (if applicable) 4. Challenges encountered and how you addressed them. What concrete actions were undertaken to complete the project?
SEE implemented the project through a comprehensive education framework designed to reach the advertising and marketing community through complementary learning pathways.
Industry Workshops
Designed and delivered an extensive program of practical workshops across the advertising industry.
Instead of a single, standardized course, training was tailored to the specific interests and regulatory and self-regulatory needs of different audiences, including advertisers, agencies, specialized digital agencies and future communication professionals.
Delivered in small groups and in person, by SEE’s senior officers, the workshops introduced participants to the principles and provisions of the Code, with a strong focus on practical application. Real-life case studies, discussion and interactive exercises helped participants translate the Code into everyday professional practice. Content and examples were adapted to the sector and audience, with sessions lasting almost five hours.
IMST
SEE developed a dedicated training and certification program for influencers. IMST comprises four chapters covering the key areas of the Code, combining written content with videos, quizzes, practical examples and a final 32-question test.
To maximize its impact, SEE secured the commitment of major brands and agencies to work exclusively with certified influencers. Certified content creators are systematically monitored, while a dedicated section of the SEE website and ongoing awareness activities support the program.
Online educational content
SEE complemented its training activities with regular weekly educational content on LinkedIn through the SEE Trivia series, providing short, accessible insights into responsible communication.
Timely articles and social media content addressed current and emerging industry issues, supported by practical Dos and Don’ts, real-life examples and actionable guidance.
The main challenge—engaging audiences with different levels of knowledge, professional backgrounds and learning needs—was addressed through flexible, complementary learning pathways. This enabled SEE to achieve broad market reach while ensuring relevance and practical value for each audience.
What results and impact has the project achieved? Please include measurable results wherever possible, as well as any wider impact on your SRO, industry or consumers.
Within 2 years, SEE delivered more than 80 comprehensive and tailor-made educational workshops, almost 400 hours of face-to-face training, engaging approximately 1,350 professionals from across 150 companies, from multinational and large corporations to smaller and local businesses. Participant feedback was highly positive, with ratings concentrated at 4 and 5 on a 5-point scale (see attached).
IMST was introduced in the Greek market, among the first European countries to adopt it.
The program is supported by 45 partners – top tier brands, agencies, platforms and associations, committed to collaborating (where applicable) only with IMST-certified influencers.
Within just 8 months of its launch, 453 content creators received the IMST Certificate. All certified creators are subject to regular monitoring of their compliance with disclosure requirements.
Content on SEE’s website: 28 educational articles (more than one/month).
SEE Trivia series: 17 short quizzes (as of February 2026 – every 10 days).
Beyond these measurable achievements, the project strengthened professionals’ practical understanding and application of the Greek Code. The workshops equipped participants to integrate responsible advertising principles into their day-to-day work, while IMST established common standards for influencer marketing and encouraged greater transparency through appropriate advertising disclosures. Early monitoring results show encouraging improvements in disclosure compliance, providing initial evidence of behavioral change.
The initiative also strengthened SEE’s role as a trusted partner, offering guidance, education and practical support.
Most importantly, it helped initiate a cultural shift, reframing responsible advertising from a compliance obligation to a shared professional responsibility that builds consumer trust, enhances brand safety and supports sustainable communication.
Please summarize the three most important achievements or outcomes of your project.
1. Changing the industry mindset
Helped shift responsible advertising from being viewed primarily as a compliance obligation to being recognized as a shared professional responsibility and a core part of effective, creative and trustworthy communication. Through more than 80 tailored workshops and 400 hours of face-to-face training, SEE reached approximately 1,350 professionals from 150 companies, building practical understanding of the Code and its principles. The strong engagement of the advertising and marketing industry, particularly the participation of leading and well-established companies, demonstrated broad support for the initiative and helped drive its impact across the sector.
2. Raising standards for responsible advertising
Established stronger and more consistent standards across the market, particularly in influencer marketing. In a new and largely unregulated environment such as influencer marketing, SEE demonstrated readiness and flexibility by becoming one of the first SROs in Europe to introduce dedicated training, certification and monitoring framework for content creators. Supported by 45 major brands, agencies, platforms and associations, the initiative certified 453 creators within its first eight months. The strong uptake in the first few months demonstrated that the framework addressed a clear need in the market, while ongoing monitoring contributed to encouraging improvements in advertising disclosure practices.
3. Making Education a Cornerstone of Self-Regulation
For the first time in Greece, SEE created a comprehensive, multi-channel education model combining industry training, influencer certification and continuous online learning. With 28 educational articles and 16 SEE Trivia quizzes complementing the face-to-face programs, education became an ongoing component of SEE’s self-regulatory approach—extending its reach, strengthening engagement with the industry and creating a foundation for long-term behavioral change.
Why should your project win? What makes this project an example of best practice that could inspire other SROs?
SEE’s project should win because it represents a significant step forward for advertising self-regulation in Greece: for the first time, the country’s sole advertising self-regulatory organization undertook a large-scale, structured education program dedicated to ethical rules and responsible advertising across the advertising and marketing community.
As the body responsible for promoting and overseeing the application of the Hellenic Advertising and Marketing Communications Code, SEE recognized that effective self-regulation cannot rely on control and enforcement alone. It must also equip the professionals who create, approve and disseminate advertising with the knowledge and practical tools to apply ethical principles before issues arise.
The project transformed this principle into action. Through tailored industry workshops, influencer training and certification, and continuous online education, SEE reached different audiences across the market and made responsible advertising part of professional learning and everyday decision-making. In less than 2 years, based solely on its own resources, SEE achieved to deliver more than 80 workshops, to 1,350 professionals from 150 companies, while it is one of the first European SROs to launch IMST, the influencer training program, in line with EASA’s AdEthics initiative – 453 content creators became IMST-certified within eight months, supported by 45 industry partners. Better knowledge and increased awareness of the Code are now a fact.
Its value extends beyond these numbers. The initiative helped shift the industry’s mindset from viewing responsible advertising as a compliance exercise towards recognizing it as a shared professional responsibility and a driver of consumer trust, brand safety and sustainable commercial communication.
Moreover, the project established education as a permanent pillar of self-regulation, strengthened SEE’s role as a trusted partner to the industry, and generated early evidence of behavioral change in influencer disclosure practices.
As a model, it demonstrates an authoritative self-regulatory body using its unique position to progress from reactive enforcement towards proactive prevention—building knowledge, encouraging responsible practice and ultimately strengthening trust in both advertising and self-regulation.
