Cross-border complaints are complaints about advertisements originating in media or from advertisers based in another country to that of the complainant.

EASA's cross-border complaints system has been in operation since 1992 and was set up in response to the forthcoming Single Market and the need to address problems arising from advertising circulating in one EU Member State but carried in media originating in another.

An example would be a consumer in Hungary complaining about an online advert which was published on a website by an Irish company. The EASA CBC system provides a complainant with the same redress available to consumers in the country of origin of the media in which the advertisement appears.

The 'country of origin' principle, a concept enshrined in EU law to facilitate the growth of the Single Market, is at the basis of EASA system. Following the ‘country of origin’ principle, an advertisement must comply with the rules of the country where the media that published it is based. There are some exceptions to this principle: in case of direct marketing (postal and telephone marketing), digital marketing communications and online behavioural advertising, the advertisement must follow the rules of the country where the advertiser is based. 

Closed cross-border complaints are reported quarterly and annually in CBC reports and annual statistical overviews that can be found here