On 26 March 2026, the Twinning Project UA 23 NDICI TE 01 24 held an online meeting within the framework of Mission 14 – Component 1, dedicated to the discussion and improvement of the Guidelines on Vloggers. The event represents a significant step in strengthening Ukraine’s regulatory approach to audiovisual content and digital media in line with European standards.
The meeting brought together experts from the Italian Regulatory Authority for Communications Francesca Pellicanò (AGCOM), representatives of the National Council of Ukraine on Television and Radio Broadcasting (NCTVRb-UA), Dmytro Kardash (NCTVRb-UA), Oksana Prykhodko, Anastasiia Kosmina, Ihor Tymofieiev, and Twinning experts, fostering a constructive exchange on policy, legal coherence, and practical implementation.
Opening of the Meeting
The session was officially opened by Francesco Sciacchitano and Maddalena Zambuco (AGCOM), Dmytro Kardash (NCTVRb-UA). In their opening remarks, speakers highlighted the growing importance of vloggers and online content creators in the contemporary media ecosystem and the need for clear, balanced, and forward-looking regulatory guidelines.
Special emphasis was placed on ensuring that the regulatory framework protects fundamental values such as transparency, consumer protection, and freedom of expression, while remaining adaptable to the fast‑evolving digital environment.
Presentation of the Draft Guidelines
The core of the meeting focused on the presentation of the Guidelines on Vloggers drafted by Adriana Mutu, Prof. & Head of Quality, ESIC Business & Marketing School, with particular attention to the policy recommendations addressed to the National Council of Ukraine on Television and Radio Broadcasting.
The presentation covered:
- The definition and categorisation of vloggers within the audiovisual and online media landscape
- The relevance of European regulatory principles and best practices
- Key obligations related to transparency, commercial communications, and audience protection
- Possible regulatory approaches compatible with the Ukrainian legal framework
The guidelines aim to support Ukrainian authorities in addressing emerging challenges related to influencer and vlogger activity, ensuring legal certainty while encouraging responsible content creation.
Open Discussion and Expert Exchange
A rich and in‑depth discussion followed, providing an open floor for comments, questions, and proposed amendments. During the exchange, Catalina Goanta, Professor of Private Law and Technology at Utrecht University, joined the meeting remotely from Utrecht with a focused intervention on content monetization on social media, addressing the legal and regulatory implications of influencer‑driven business models.
Twinning experts (Arcom, NCRTV, Agcom) discussed practical implications of the proposed guidelines, potential risks, and opportunities linked to their implementation. Particular attention was given to:
- The proportionality of regulatory measures
- The role of self‑regulation and co‑regulation
- Enforcement tools and supervisory mechanisms
- Alignment with EU audiovisual and digital services regulations
The interactive nature of the discussion confirmed the shared commitment to refining the document through dialogue and expert input.
Path Towards Adoption in the Ukrainian Legal Framework
In the concluding part of the meeting, representatives of the National Council of Ukraine on Television and Radio Broadcasting outlined the next steps towards the adoption of the guidelines within the national legal and regulatory framework. The discussion highlighted the importance of a gradual, well‑coordinated process involving institutional stakeholders and taking into account the Ukrainian media market context.
Closing Remarks
The meeting concluded with closing remarks by Francesco Sciacchitano and Maddalena Zambuco (AGCOM), alongside Dmytro Kardash (NCTVRb-UA) who reaffirmed the strategic value of the Twinning Project in fostering regulatory convergence, institutional capacity‑building, and long‑term cooperation between the European Union and Ukraine.
The online meeting confirmed the Twinning Project’s role as a platform for constructive dialogue and concrete progress in the field of media regulation, supporting Ukraine in its path towards alignment with European standards and best practices.
Outlook and Next Steps
Looking ahead, the official document containing the Guidelines on Vloggers, which the National Council of Ukraine on Television and Radio Broadcasting is expected to adopt as part of its ongoing alignment with the EU acquis, is planned to be formally approved during the Fifth Study Visit in 2026. The visit will involve representatives of the National Council and Twinning expert will take place in Rome, at the headquarters of AGCOM, from 15 to 17 April 2026.
This milestone will represent a crucial step in consolidating the outcomes of the Twinning activities and translating expert‑driven policy recommendations into concrete regulatory action, further strengthening Ukraine’s convergence with European audiovisual and digital media standards.