By Constantinos Dalta, President of the Cyprus Advertising Communication Association (SDEK)
Cyprus taking over the Presidency of the Council of the European Union in the first half of 2026 is an important institutional moment. Not only for our country, but also for the European Union itself, which is called upon to operate in an environment of unprecedented challenges and changes.
We live in a time where the constants we took for granted are being tested. Wars in Europe's wider neighbourhood, geopolitical uncertainty, economic pressures, climate crisis and growing social inequalities form a complex and demanding landscape. At the same time, disinformation and the instrumentalization of information undermine citizens' trust in institutions and the democratic process.
For Cyprus, this period has an additional, deeply symbolic dimension. It is the only member state of the European Union that is still experiencing the consequences of the invasion and continued occupation. This reminds us every day of the importance of peace, international law and European unity, values that are not self-evident, but need constant defense.
In this context, the Cypriot Presidency cannot be treated as a typical institutional role. It is a responsibility and at the same time an opportunity: to coordinate, to bridge different approaches and to contribute substantially to the cohesion and resilience of the European Union.
A few days ago and on the occasion of the Cypriot Presidency, we organized in Brussels as the Cypriot Communication Advertising Association (SDEK) together with the European association, European Association of Communications Agencies (EACA), a working lunch attended by MEPs, representatives of the European Commission and European institutions, journalists, as well as European executives from the communication and advertising sector, constituting an essential platform for dialogue.
We emphasized that the central message of the Cyprus Presidency, as presented by the President of the Republic, Nikos Christodoulidis. "An Autonomous Union, Open to the World", captures exactly this philosophy. A Europe that pursues its autonomy in security, defense, competitiveness and budget, without closing in on itself. A Europe open to cooperation, oriented towards values and with a clear social dimension.
In this path, the role of communication is decisive. In times of uncertainty, political decisions are not judged only by their content. They are judged by whether they are understood, accepted and reliable in the eyes of the citizens. Communication is not the "wrapper" of politics. It is a basic condition for the functioning of democracy, for social cohesion and for building trust.
The communication, marketing and advertising industry is simultaneously in a period of deep transition. Digital maturation, the complexity of channels, the need for personalized content, the increased use of data, the rise of influencer marketing and the integration of artificial intelligence tools are fundamentally changing the way we design and implement communication.
Of particular importance is the implementation of the European Regulation on Artificial Intelligence (AI Act), the world's first integrated legal framework for AI, which entered into force in August 2024. This is a development that creates new opportunities, but also increased responsibilities for our industry, especially in matters of transparency, ethics and reliability.
Our experience shows something clear. Advertising and communication is not a luxury. It is a critical link of the economy and democratic functioning. In times of crisis, our role is not only creative, but deeply strategic.
As the Cyprus Advertising Communication Association (SADEK), we declare that we are ready to contribute substantially to the goals of the Cyprus Presidency. First, by strengthening trust in European institutions through clear, understandable and humane communication. Second, by contributing to resilience against disinformation. And thirdly, by making European politics more accessible, so that citizens understand not only what is decided, but also why.
If Europe wants to become more autonomous, stronger and more competitive, it must simultaneously become more understandable and closer to its citizens. Along this path, communication is a strategic pillar for the effective implementation of policies, strengthening trust and ensuring social cohesion.
