The EIC Accelerator new template has eliminated the sub-chapter about communication and dissemination activities that featured in the SME2 template. This was the section where companies usually planned their marketing activities: going to events, roadshows etc.
Does this mean those activities are now banned? Actually, no, not entirely but the focus has shifted. The German NCP, on its website states:
"Costs of communication with prospective investors or clients and disseminating results are eligible only if these activities are required for project implementation. This does not apply to activities aimed at purely marketing the products; however, these activities can be financed through equity capital from the EIC Fund. The EU should not promote marketing through incentives for reasons of competitive distortion. In the application you should therefore use an alternative wording and describe in detail what you plan to prepare for the market launch in detail. The following phrases are possible, for example: “fine-tuning of a commercial strategy, in-depth market research and analysis and other specific activities that are of a strategic nature (for instance refinement of a business model) and communication and interaction activities with potential investors or customers, or dissemination of milestone achievements during the project”.
Note that dissemination of the project milestones is still expected to be relevant for the EIC to inform the general public of its engagement in supporting European SMEs and attract further applicants.
Source: German National Contact Point FAQ EIC Accelerator Pilot (in German)