The 10 Essential Elements of EU Communication – Explained Clearly

Why EU Communication Is More Than Just a Logo in the Corner

For many project beneficiaries, communication under EU programmes is seen as a bureaucratic chore—something like a flag in the bottom right corner, a line that says “funded by the EU,” an A3 poster… and job done. But the EU’s communication framework for 2021–2027 paints a much richer and more meaningful picture.

According to the official document, Communication and Visibility Rules – EU Funding Programmes 2021–2027, communication is not a cosmetic add-on—it’s an integral part of public policy. In other words, it’s not enough for the EU to act; citizens must understand what is being done, why it matters, and what results it brings.

Below you’ll find a breakdown of the 10 mandatory elements of EU communication—translated into plain, practical language. No legal jargon—just clear reasoning, useful tips, and real-world examples.

1. Acknowledge the Source of the Funding (and Don’t Be Shy About It)

If your project is funded with EU money, that’s not a secret—or a liability. It’s a public fact that should be communicated openly—on your website, in social media, in publications, and in materials for participants.

The reason isn’t bureaucratic—it’s democratic: citizens have the right to know how shared European resources are being spent.

2. Connect Your Project to the Bigger Picture

Your project doesn’t exist in a vacuum. It’s part of a much broader story—whether it’s about the green transition, social inclusion, innovation, education, or regional development.

The better question is not “What did we do?” but “How does this contribute to a wider European goal?” This is where many projects lose public relevance—because they focus only on activities, not on meaning.

3. Don’t Wait Until the End – Communicate Throughout the Project

Communication is not an obituary published after the project ends. It starts on day one:

when the team is assembled;
when first results emerge;
when challenges arise and lessons are learned.

This is especially true for research and innovation projects, where the process is often more compelling than the final report.

4. The Flag Is Not Decoration – It’s a Symbol (and Yes, There Are Rules)

The EU emblem must be displayed correctly and visibly. There are guidelines for size, proportions, and colours—not to make life harder for designers, but to ensure recognisability. The European flag is the visual signature of a shared investment.

In practice, this means:

no hidden logos;
no distorted flags;
and definitely not “optional.”

National beneficiary handbooks offer precise instructions to avoid technical mistakes.

5. One Sentence That Says It All

“Funded by the European Union” or “Co-funded by the EU” is not a formality—it’s the shortest, clearest way to show who’s behind the project.

For programmes like NextGenerationEU and Horizon Europe, exact phrasing is mandatory—no creative rewrites allowed.

6. Precision Is Not Boring—It’s Mandatory

Don’t promise more than your project delivers. Don’t credit the EU with decisions it didn’t make. Don’t exaggerate outcomes.

EU communication is not advertising—it’s informed storytelling. Overstatements erode trust, and trust is the core currency of public policy.

7. You’re Not Alone – Involve the Managing Authority

Always loop in the funding authority when communicating. If you’re planning an event, campaign, or major public announcement—don’t go it alone. Managing authorities and the European Commission can often:

extend your reach;
boost visibility;
and provide channels and expertise.

For strategic or large-scale projects, this isn’t just a tip—it’s a requirement.

8. Communication Costs Money – And That’s OK

Communication expenses are always eligible. Professional communication is not a luxury. The EU explicitly recognises that design, websites, videos, and social media are part of normal project execution.

The real question isn’t whether to spend on communication, but how to spend wisely.

9. What You Create May Be Used by the EU

Give the EU the right to use your communication materials. Stories of success, best practices, and the human face of projects are valuable. The EU can use them—not to claim ownership, but to showcase how European cooperation works.

This is your chance for your project to live beyond reports and local reach.

10. Yes, There Are Penalties – And They’re Not Just Symbolic

Expect financial corrections if rules are ignored. Communication is not optional. Repeated non-compliance can lead to funding cuts.

But sanctions are a last resort. The real goal of the rules is better understanding between institutions and the public—not punishment.

EU Communication as a Story, Not a Checklist

If we had to sum up all of this in one sentence, it would be:

EU communication doesn’t ask “Did you follow the rules?” but “Did people understand why this matters?”

When these 10 elements are treated not as boxes to tick, but as parts of a meaningful narrative, projects become more visible, more relatable, and more protected in the public sphere.