Ana Aleksić
October 12, 2023
In the fast-paced world of today, where technological and geopolitical changes shape everyday life, the
importance of strategic lobbying and transparency has never been greater. Experts from home and
abroad discussed this at the international conference titled “Strategic Lobbying and Transparency in the
21st Century,” held in the National Assembly of Serbia, organized by the ESEM Business School and the
Serbian Lobbyists Society.
The conference was opened by the Minister without Portfolio, Đorđe Milićević, and among the speakers
were distinguished experts such as Professor Alberto Bitonti from Italy, Executive Director of MC Public
Affairs and President of the Association for Legal Lobbying of Slovenia, Mihael Cigler, Marija Rose
Rotondo, President of PACE and partner at Political Intelligence Espana, Veran Stančetić, Professor at
the Faculty of Political Sciences in Belgrade, Stuart Thompson, Director of CWE Communications from
the United Kingdom, and many other distinguished experts. The conference provided significant
information, knowledge, and examples of good practice, valuable for everyone involved in lobbying and
for the development of lobbying in Serbia.
Minister Đorđe Milićević emphasized the importance of strategic lobbying and transparency in today’s
global environment. “Strategic lobbying and transparency are crucial topics in modern society, especially
in an era of rapid information exchange and global decisions. This conference brought together experts
from Italy, Spain, the United Kingdom, and Slovenia, highlighting the global significance of these issues.
Through strategic lobbying, we not only promote our interests but also foster cooperation, exchange
knowledge with other countries, contribute to economic development, and stimulate investments.”
The Minister placed special emphasis on the role of the diaspora in these processes, stating: “The
diaspora plays a crucial role in this process. Our compatriots worldwide serve as a bridge between
Serbia and the world. Their ability to influence decision-making in the countries where they currently
reside is invaluable. Therefore, it is important to provide them with support and tools to effectively
lobby for Serbia’s interests. I call on all present to engage to the fullest and use their influence to spread
the truth about the historical and cultural heritage of our country, especially regarding the suffering of
our people in Kosovo and Metohija.”
Professor Alberto Bitonti from Italy summarized the importance of transparency in lobbying with the
words of former American judge Louis Brandeis: “Sunlight is said to be the best of disinfectants.”
Professor Bitonti vividly and clearly pointed out the necessity of transparency in the lobbying process. It
provides clarity and purity, ensuring the integrity of the system. Bitonti believes that transparency is
crucial not only for lobbyists but also for decision-makers. Instead of being a problem, lobbying is seen
as an opportunity to improve the decision-making process and strengthen trust in the political system.
Nenad Vuković, President of the Serbian Lobbyists Society, emphasized in his address: “Proper
understanding and implementation of lobbying represent a crucial step towards the progress of our
country. Transparency and integrity in the lobbying process are essential for building a responsible
political and economic climate in Serbia. This conference represents an important step towards
promoting a better understanding of lobbying and its role in shaping policies and laws in our country.”
Professor Ana Bovan, Dean of the ESEM Business School, highlighted continuous lobbying as a key
strategy in the contemporary globalized world. “Continuous lobbying represents a proactive approach to
global diplomacy and international relations. States that actively and strategically engage with the
international community are better positioned to protect and advance their interests, whether it be in
economics, politics, culture, or security.”
One of the important moments of the conference was the presentation of Slovenian lobbying
experience by Mihael Cigler, President of the Association for Legal Lobbying of Slovenia. He emphasized
the importance of the transparency register: “Every lobbyist must be maximally active and transparent.
Without lobbying, there is no democracy. Small countries must be visible through greater engagement
because only then will decisions not be made about your country without knowledge of your interests.”
These words show the consensus of experts, academics, and practitioners at the conference regarding
the crucial importance of transparency for sustainable and responsible lobbying in the 21st century,
both in Serbia and in other countries.
Dr. Uglješa Mrdić, Member of Parliament, especially spoke about the historical significance of lobbying
for Serbia’s interests. He emphasized the importance of participants such as Mihailo Pupin and Nikola
Tesla, who, during their lifetimes, knew that what is won in war should be preserved in peace. Dr. Mrdić
highlighted that Pupin set a precedent, preserving territories where our people lived, even those that
were not conquered by war, but he lobbied for them to belong to the then state.
Jovan Božović, Assistant Director of the Anti-Corruption Agency, provided concrete data on lobbying
training and registration in Serbia. According to him, 122 individuals have completed training, of which
50 lobbyists are registered in the lobbyist registry, 3 legal entities are entered in the registry of legal
entities, and 9 notifications of first lobbying contacts have been submitted since August 2019.
Additionally, 14 annual lobbyist reports have been submitted to the Agency.
Božović explained in detail that the training conducted by the Agency has a minimalist approach and
focuses only on the regulatory framework, i.e., the limitations that lobbyists must respect in their work.
The Agency monitors everything happening in the field of lobbying and considers the possibility of
enriching lobbyist training. He announced the organization of additional training for existing registered
lobbyists, which will cover lobbying strategies, tactics, and techniques. Božović proposed that the
necessary amendments to the existing lobbying law be discussed at the next conference. Lawyer Marija
Tasic presented significant data on lobbying by large companies in Europe: “In 2022, 612 companies
lobbied before European institutions, spending a total of 97 million euros on this practice. Over 30
percent of that money was spent by technology giants such as Vodafone, Intel, IBM, Huawei, Apple,
Microsoft, Amazon, Facebook, and Google, which together invested more than 32 million euros. This
trend indicates the omnipresent influence of technology in lobbying, especially in the field of digital
economy. Companies rarely engage individually but often join associations to hire lobbyists and
influence changes in laws and regulations.”
Professor Veran Stančetić, a professor at the Faculty of Political Sciences in Belgrade, addressed the
conference, emphasizing in his presentation that the lobbying profession must become highly esteemed
and highly ethical. He also believes that this can be achieved through lobbyist education and concludes:
“The goal of lobbyist education must be their commitment to ethics, morality, and ethics of the public sector.”
This conference confirmed the key role of transparency and integrity in the lobbying process, not only as
a regulatory mechanism but also as the basis for building trust in the political system. Experts from
different parts of the world agree that transparency is the key to sustainable and responsible lobbying in
the 21st century. Serbia, along with other countries, utilizes this knowledge and experience to improve
its political and economic processes, thereby strengthening its position in the global community.