CIPR head of PA Francis Ingham told PRWeek: 'The directive means a massive change for all European businesses – bigger than anything since the Single Market was introduced.'
He added: 'For the UK PR profession it's a change for the better: this will mean more contracts, more jobs and more money for [agencies]. The UK PR sector is the best of all European countries, and now we will be able to prove it.
'Lobbying for this isn't the most glamorous thing we have ever done – but it is a great victory for our profession.'
But Brussels-based business lobby group Unice said: 'The directive should have a positive effect for the PR industry – but it could have been much better.'
The directive will be discussed at a summit for member states next month. It is expected to come into force in around 2008/09.