In 2026, the Slovenian advertising landscape underwent an important update. The fifth edition of the Slovenian Advertising Code (SAC), which came into force on March 19, 2026, represents a comprehensive revision of the fundamental self-regulatory document for advertising in Slovenia. It responds to the rapidly evolving digital environment, global trends, and new challenges faced by advertisers.

What is the Slovenian Advertising Code?

The Slovenian Advertising Code (SAC) is the core act of self-regulation in the field of advertising in Slovenia. It represents a set of principles and rules that advertisers must follow when preparing advertisements and other forms of marketing communication.

Its main purpose is to ensure lawful, ethical, and responsible advertising, as well as to protect consumer interests and the reputation of the profession.

Compliance with the Code is assessed by the Advertising Arbitration Board, which operates as an independent self-regulatory supervisory body.

Upgrade of Fundamental Principles

Although the new edition retains the key principles of the previous version – legality, decency, honesty, truthfulness, substantiation, recognizability, social responsibility, and privacy protection – it significantly upgrades them.

The Code introduces new concepts such as advertising using artificial intelligence and so-called ambush marketing, and provides more precise definitions and stricter rules.

In doing so, it not only follows the development of practice but also actively shapes standards for responsible and ethical advertising in the modern environment.

Key Innovations of the Fifth Edition

The revised Code introduces several important changes reflecting current challenges:

• Alignment with EU law: clearer scope of application and mandatory compliance with European legislation
• Stricter standards of decency and fairness: restrictions on offensive, degrading, or shocking content
• Greater transparency: fine print must not contradict the main message
• Digital and influencer advertising: mandatory clear labeling of paid content and disclosure of partnerships
• Environmental claims: strict rules against misleading “greenwashing”
• Protection of children: lower age threshold (under 15) and stricter rules for advertising unhealthy food
• Health and nutrition claims: requirement of scientific substantiation and prohibition of misleading promises
• Ban on ambush marketing: prevention of unauthorized association with events or sponsorships

Artificial Intelligence in Advertising

One of the most important innovations is the introduction of a specific provision on advertising created using artificial intelligence. It sets out clear rules:

• artificial intelligence must not be used for manipulation or deception,
• all claims must be verifiable,
• its use must comply with personal data protection rules (GDPR),
• bias and discrimination must be prevented,
• advertisements created using artificial intelligence must be appropriately labeled.

This part of the Code clearly demonstrates that regulation recognizes the impact of technology and strives to ensure its responsible use.

Greater Protection of Consumers and the Reputation of the Profession

Although the fundamental principles remain similar, the new edition of the SAC significantly strengthens consumer protection. At the same time, it contributes to greater trust in the advertising industry and enhances its reputation.

It represents an important step toward modern, transparent, and responsible advertising aligned with both international standards and societal expectations.

You can read more about the Slovenian Advertising Code here:

https://www.soz.si/samoregulativa/sok

On 21 November 2025, an amendment to the Foreigners Act (ZTuj-2I) entered into force in Slovenia, introducing—for the first time—a systematic regulation of the status of digital nomads. This represents an important development through which Slovenia aims to attract highly qualified individuals working remotely for foreign clients.

Who qualifies as a digital nomad under Slovenian law?

A digital nomad is defined as a foreign national who is not a citizen of the EU or EEA, works for a foreign company or client, or is self-employed abroad, and performs work remotely using information technology. Crucially, such an individual must not be integrated into the Slovenian labor market.

A key legal requirement is that a digital nomad must not perform work for Slovenian employers or clients.

Basic conditions for obtaining a permit

To obtain a permit, a foreign national must meet several requirements, with the financial criterion being particularly important. The individual must demonstrate sufficient means of subsistence, amounting to at least twice the average net salary in Slovenia (approximately €3,200 per month).

In addition, the applicant must provide relevant proof of income, such as contracts and bank statements (typically covering the last six months), and demonstrate that they work for foreign clients or employers.

The application must be submitted either at a Slovenian diplomatic or consular mission abroad or at an administrative unit in Slovenia, if the individual is already legally residing in the country.

Duration of the permit and limitations

The digital nomad residence permit is issued for a maximum period of one year. It cannot be extended, and a new permit may only be obtained six months after the expiration of the previous one.

If an individual wishes to stay in Slovenia longer, they may at any time apply for another type of residence permit, for example on the basis of employment or business activity in Slovenia.

Family reunification – an important advantage

A distinctive feature of the Slovenian regulation is the more favorable right to family reunification. Family members may join the digital nomad immediately, without the usual restrictions regarding the length of residence or validity of the permit.

Tax aspect: key issues under the Personal Income Tax Act

Although the law regulates residence, the tax position of digital nomads is primarily assessed under the Zakon o dohodnini, making a proper understanding of tax rules essential.

Tax liability depends on tax residency. Under the Personal Income Tax Act, an individual is considered a Slovenian tax resident if they have their habitual residence in Slovenia, their center of personal and economic interests in the country, or if they stay in Slovenia for more than 183 days in a tax year.

If a foreign national is not a Slovenian tax resident, they are generally not required to report their income in Slovenia. However, if they become a tax resident, they are taxed on a worldwide income basis, meaning that income earned abroad is also subject to taxation in Slovenia.

A particularly important role is played by double taxation avoidance agreements. These may provide that an individual, even if meeting the criteria for tax residency under Slovenian law, is treated as a tax resident of another country. In such cases, so-called tie-breaker rules are applied to determine which state has the right to tax.

Practical examples

In practice, different scenarios may arise. If a foreign national lives in Slovenia as a digital nomad but earns income abroad and is not a Slovenian tax resident, they have no tax obligations in Slovenia.

If a foreign national resides in Slovenia for more than half a year, has their family there, and maintains their center of vital interests in the country, they may become a Slovenian tax resident within the meaning of the Personal Income Tax Act.

If, however, an individual is a Slovenian tax resident and works remotely for a foreign company, they are required to pay taxes in Slovenia on all of their income, subject to any applicable reliefs or provisions under international tax treaties.

Purpose of the legislation

The aim of introducing this permit is to attract highly qualified individuals and increase consumption in Slovenia, without affecting the domestic labor market.

What should individuals and companies pay attention to?

Proper preparation of documentation, particularly contracts and proof of income, is essential. It is equally important to comply with the prohibition on working with Slovenian clients.

Special attention should be paid to timely tax advice, particularly regarding the application of the Personal Income Tax Act and double taxation avoidance agreements, as misunderstandings of tax status may lead to serious consequences. Compliance with the rules is crucial, as violations may result in the revocation of the permit.

Our law firm advised the seller in a significant transaction involving the supply of 20 passenger coaches and four new multi-system locomotives to Slovenske železnice (Slovenian Railways), forming part of Slovenia’s national railway fleet modernization program. The project, with a total value of approximately EUR 97 million, represents one of the more important recent investments in the Slovenian rail sector, aimed at improving passenger comfort, operational efficiency, and cross-border interoperability.

This engagement demonstrates our ability to advise on high-value, technically complex transactions in regulated industries, combining expertise in commercial contracts, transport law, and public procurement, and confirms our strong track record in the railway and broader infrastructure sectors.

On May 23, 2025, the National Assembly of the Republic of Slovenia adopted the new Information Security Act (ZInfV-1), marking a significant step towards a comprehensive and systemically regulated protection of the digital environment in Slovenia.

The text of the law was prepared by the Government Information Security Office (URSIV) and was adopted upon the proposal of the government. The Act not only represents a national upgrade of cybersecurity but also transposes the European Directive (EU) 2022/2555 (NIS 2) into Slovenian legislation.

What does ZInfV-1 introduce?

ZInfV-1 comprehensively regulates the field of information and cybersecurity in Slovenia. Its main goal is to establish an effective national information security system, which includes:

• a competent national authority for guidance and supervision,
• a body for managing major incidents and crises,
• a single point of contact for cooperation with EU institutions and CSIRT teams,
• incident response teams (CSIRTs), which will be formally integrated into the system for technical assistance and response.

The Act also establishes the obligation to adopt a national Cybersecurity Strategy, regulates the field of cyber defense, the cooperation of competent authorities, information sharing, and ICT security certification.

Who is obligated to act?

The Act defines obligated entities, which typically include subjects from the public or private sector as outlined in the annexes to the law. However, some are included based on their role in critical infrastructure, regardless of the annexes. In accordance with the NIS 2 Directive, the scope of sectors and companies required to ensure a high level of cybersecurity has also been expanded.

Key obligations of these entities include:

• implementing risk management measures,
• mandatory reporting of significant incidents,
• using a digital platform for self-registration and incident notification,
• increased accountability of company leadership in managing information security.

What does the Act mean for companies?

ZInfV-1 will significantly impact the Slovenian economy, encouraging companies to:

• improve security measures to protect networks and information systems,
• increase preparedness for cyber threats,
• reduce business and financial risks from potential attacks,
• facilitate cross-border business within the EU through harmonized rules and standards.

Thus, the Act is not merely a set of additional obligations but also a competitive advantage—compliance with the law will be a sign of reliability and trustworthy business practices.

A boost for development, innovation, and new jobs

ZInfV-1 also promotes the development of security technologies and innovation. The growing demand for security solutions will:

• drive growth in Slovenian ICT companies,
• enable regional development in the field of digital security,
• create new jobs for cybersecurity professionals,
• strengthen investments in knowledge and digital skills.

ZInfV-1 is a strategically important piece of legislation that strengthens the foundation for a secure, trustworthy, and digitally resilient society. It is more than just a technical regulation—it is a necessary investment in the future that benefits the state, businesses, and all users of digital services.

In April 2025, the National Assembly of the Republic of Slovenia adopted two significant legislative amendments that substantially change the legal framework for immigration and the employment of foreign nationals. These are the Amendment to the Foreigners Act (ZTuj-2I) and the Amendment to the Employment, Self-employment and Work of Foreigners Act (ZZSDT-E). Both are aligned with the European Directive (EU) 2021/1883, which aims to facilitate the arrival of highly skilled workers from non-EU countries. Additionally, the legislation introduces concrete solutions for seasonal workers, digital nomads, and the protection of migrants in the labor market.

1. Alignment with European Legislation and Strengthening of the EU Blue Card System

One of the central innovations of the amendments is the enhancement of the EU Blue Card, which facilitates the employment of highly skilled workers. The conditions for obtaining it are now more adapted to the modern labor market:

• The employment contract must be concluded for a minimum of six months (previously for a minimum of one year).
• For non-regulated professions, proof of at least three years of relevant work experience in the past seven years will suffice — formal education is no longer required.
• In information technology professions, it will be possible to obtain a Blue Card even without academic qualifications.
• A new criterion stipulates that the foreign worker’s salary must be at least equal to the average monthly gross salary in Slovenia (previously it had to be 1.5 times that amount).

Additionally, the amendment allows short-term mobility for Blue Card holders — foreign nationals with a valid Blue Card issued in another EU country may now enter Slovenia for business purposes for up to 90 days within any 180-day period. They must also possess a valid travel document and, if necessary, provide documentation supporting the purpose of their business visit.

Individuals who have been granted international protection in Slovenia or another EU country may now also apply for an EU Blue Card. The application can be submitted either by the foreign national themselves or by their employer. If the applicant loses protected status during the decision-making process, they may still reside and work in Slovenia until a final decision is reached. Furthermore, individuals with protected status in another EU country may apply for a Blue Card if they lawfully reside in Slovenia.

2. Digital Nomads and a New Type of Temporary Residence Permit

Slovenia is joining countries that recognize the global trend of remote work — the law now allows for a temporary residence permit for digital nomads, i.e. foreign nationals who work remotely for foreign companies or are self-employed.

Conditions for obtaining the permit include:

• a valid passport,
• appropriate health insurance,
• sufficient financial means (at least twice the average net salary in Slovenia),
• and the absence of grounds for rejection as defined by law.

3. Initial Work Permits Also Available to Asylum Seekers

The law opens the labor market to certain asylum seekers, provided they meet specific conditions:

• they have not been finally convicted of a serious criminal offense,
• they are enrolled in mandatory social insurance through employment,
• and they have been insured for at least three months during the past four months.

Similarly, foreign nationals whose asylum applications have been rejected, but who have been engaged in work and covered by social insurance for at least six months, may apply for a residence and work permit before the deadline for voluntary departure.

4. Introduction of Travel Authorization and the ETIAS System

The amendment to the Foreigners Act also introduces a new travel authorization mechanism in accordance with EU Regulation 2018/1240. Decisions on approval will fall under the jurisdiction of the Police, while appeals will be handled via the European ETIAS system. Appeals must be submitted in Slovene and do not suspend the execution of the decision.

5. Updates in the Employment of Foreign Nationals (ZZSDT)

Additional Conditions for Employers

A new requirement is introduced for obtaining consent to employ a foreign worker: the employer must not have dismissed workers for business reasons in the past six months. This restriction does not apply if the employer:

• guarantees the foreign worker a salary of at least the average gross salary in Slovenia from the previous year, or
• proves that no individuals dismissed for business reasons are registered as unemployed and qualified for the position offered.

Employment Based on Proof of Application Submission

Foreign nationals may start working before receiving a permit, provided they have submitted an application and will perform occupations listed in a special ministerial ordinance. A mandatory 80-hour Slovene language course must also be provided.

Employment Opportunities for Foreigners with Other Permits

Foreign nationals with residence permits granted for other reasons (e.g. students, family members) may also be employed before a work permit is issued — based on an informational statement from the Employment Service of Slovenia.

Seasonal Work Extended to Tourism and Hospitality

Due to labour shortages, seasonal work is now permitted not only in agriculture and forestry, but also in tourism and hospitality. An employment contract remains a prerequisite.

New Register of Employer Violators

A public register of employers convicted of labor law violations will be established and accessible to foreign nationals.

Introduction of Electronic Registration for International Transport Services

Foreign transport service providers from third countries will be required to register their activities in Slovenia electronically via the Employment Service, to improve oversight and reduce unfair competition.

Amendments for Seasonal Workers

The Employment Service may issue a seasonal work permit within ten days if the foreign national has already performed seasonal work in Slovenia within the last five years. If a permit is revoked, the foreign worker will be entitled to lump-sum compensation equivalent to three times the gross minimum wage.

6. Conclusion

Both amendments represent a comprehensive modernization of Slovenia’s migration legislation. They provide greater flexibility for highly skilled workers, improved conditions for seasonal workers, stronger legal protections for migrants, and more effective oversight of employers. The alignment with EU legislation marks a step toward an open yet regulated migration policy that responds to the needs of the Slovenian labor market and broader societal challenges.