Once again, we listened, learned and appreciated the depth of work shared during the Direct Selling Association’s October 21, 2026, member update. With a successful Capitol Hill advocacy effort behind it, significant legislative progress underway and new initiatives taking shape, DSA is demonstrating what sustained, coordinated advocacy can accomplish.
A More Proactive Approach to Advocacy
The Direct Selling Association’s October update revealed a channel increasingly focused on moving from defensive advocacy to proactive influence. Building on the four pillars of defense, offense, proof and engagement, DSA is connecting legislative relationships, independent seller experiences, credible research and strategic communications into a more unified effort to protect and strengthen the direct selling business model.
Legislative Progress at the Federal and State Levels
Perhaps the most significant development is the advancement of the Direct Seller and Real Estate Agent Harmonization Act. Following passage in the U.S. House of Representatives, the legislation was introduced in the Senate in late September by Senator Mike Lee. DSA leadership described the progress as one of the channel’s most important congressional achievements in more than four decades. With limited time remaining in the current Congress, the association is exploring opportunities to attach the measure to larger legislation while preparing to renew the effort in 2027 if necessary.
At the state level, Delaware remains a priority as House Bill 162 is expected to return in January. Having successfully delayed the legislation, DSA is now exploring a more proactive approach: developing model consumer protection legislation aligned with its existing Code of Ethics. Provisions such as the 90% inventory buyback requirement and protections against inventory loading could provide a foundation for legislation that protects consumers while preserving the independent selling model. The broader objective is to influence legislative conversations before potentially problematic proposals gain momentum.
Addressing Independent Contractor Challenges
California presents another significant challenge. After unsuccessful attempts to engage labor representatives on modernizing independent contractor protections, DSA is developing a more comprehensive advocacy campaign called California Directly. The proposed initiative would elevate California direct sellers’ voices and address the growing exposure of member companies to costly litigation under the state’s Private Attorneys General Act (PAGA). The effort will require substantial coordination, funding, communications and grassroots participation.
In New Jersey, a more restrictive independent contractor regulation took effect October 1. DSA continues working with lawmakers and the New Jersey Retail Merchants Association to strengthen statutory protections, while closely following an ongoing independent contractor classification audit involving a major member company. Leadership sees encouraging bipartisan interest in reconsidering restrictions on independent work arrangements.
Bringing Direct Sellers to Capitol Hill
September’s Direct Selling Day on Capitol Hill provided a strong demonstration of the channel’s advocacy capabilities. Participants represented 20 states and more than 60 congressional districts, with approximately one in five advocates returning from previous years. Despite an unexpected House recess, sellers and company representatives met with congressional staff, senior advisers and lawmakers, bringing personal experiences directly into policy discussions.
Elevating Seller Stories and Expanding Engagement
Those seller stories are becoming an increasingly valuable communications asset. Through its America 250 initiative and expanded testimonial efforts, DSA has tripled its video library, with particular attention to reflecting the diversity of the channel. The association is also extending its reach through the Standing Watch membership campaign, a redesigned DSA website and a new six-month Gateway Membership for emerging companies and businesses considering entry into the U.S. market.
Research That Strengthens the Channel
Research continues to reinforce the association’s advocacy efforts. The Direct Selling Education Foundation (DSEF) announced that its full Growth & Outlook Study will be released in early November, followed by additional discussion of 2027 projections.
More than 35 participating companies contribute data representing approximately 70% of U.S. direct selling sales.
DSEF’s academic network now includes more than 200 professors across 140 universities, while its research and communications toolkits have generated more than 19,000 downloads.
DSEF is also expanding the practical value of its academic relationships through a developing speakers bureau, research-based educational resources and programs addressing topics such as influencer strategies and building trust across cultures. These initiatives are designed to bring third-party credibility and useful insights directly to company leaders and their sales organizations.
Preparing for the Road Ahead
With the November midterm elections approaching, DSA is preparing for potential changes in congressional leadership, renewed state legislative activity and its upcoming Legal & Regulatory Summit. The association is also strengthening its political engagement strategy and relationships across party lines to sustain momentum regardless of the election outcome.
The broader message from October is clear: DSA’s strategy is evolving beyond responding to threats as they arise. By combining legislative progress, proactive policy development, credible research, stronger communications and authentic seller voices, the association is working to give the direct selling channel a more influential role in shaping its own future.
The months ahead will test that momentum, but October’s update suggests the channel is entering those conversations with greater coordination, stronger relationships and a clearer sense of purpose.
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