TEMU advertising in Bosnia and Herzegovina leaves consumers unprotected

Online marketplace TEMU has run sponsored posts that feature AI‑generated images of modern logistics centres labelled “TEMU Bosnia and Herzegovina,” giving consumers the impression that the company operates local warehouses. The visual campaign does not reflect reality, raising concerns of deceptive advertising.

Article 29 of Bosnia and Herzegovina’s consumer‑protection law bans practices that mislead shoppers about essential facts. While domestic retailers are subject to regular inspections and fines for such violations, large international platforms like TEMU operate with little visible oversight. The Agency for Market Supervision of Bosnia and Herzegovina notes that the law protects only sellers registered in the country, leaving consumers with no recourse when a foreign‑based merchant breaches the rules. The lack of a local legal entity for many online sellers makes enforcement difficult, and buyers bear increased risk when purchasing directly from overseas suppliers.

Authorities call for equal market rules, arguing that both local merchants and foreign platforms should be held to the same advertising standards to ensure fair competition and consumer safety.