Global advertising regulation is evolving rapidly, and 2026 is shaping up to be a particularly active year. GALA has just released its 2026 Advertising Law Predictions Report, compiling insights from advertising lawyers across 70+ jurisdictions on the key legal developments expected to shape marketing and advertising in 2026.

Several clear global themes emerge:

• Artificial intelligence in advertising is moving from experimentation to regulation, with increasing scrutiny around transparency and disclosure.

• Data protection and privacy enforcement continues to intensify worldwide.

• Authorities are stepping up action against greenwashing and unsubstantiated environmental claims.

• Influencer marketing and digital advertising are under closer regulatory supervision.

• Major sporting events such as the FIFA World Cup will likely drive renewed enforcement against ambush marketing.

• Regulators are tightening rules around gambling, alcohol advertising and marketing to children.

Our prediction for the Netherlands is that live shopping will grow rapidly as a sales channel, with influencers increasingly acting as real-time sales agents rather than just brand promoters. As the speed of online commerce increases, so does the risk that compliance struggles to keep up with the format. Brands and influencers entering this space should build legal considerations into these campaigns from the start.

If you would like to discuss what these developments could mean for your marketing strategies (in the Netherlands or internationally), or if you would like to receive a copy of the report, feel free to reach out.