Marketing and Advertising Law in a Process of Harmonisation [Paperback]

The law on marketing and advertising has undergone profound changes based on the EU directives on unfair commercial practices and misleading and comparative advertising. The legislation partially requires full harmonisation and contains a comprehensive blacklist of prohibited practices. However, in other areas, only minimum harmonisation is required. A comprehensive case law from the CJEU has emerged, but still many issues remain open, unclear and debated. The EU Commission has an active interest in the field and has published numerous reports on the question. In addition it has developed revised, comprehensive guidelines on marketing business to consumer (B2C), which are fully discussed here. Further Commission initiatives in the area on business to business (B2B) marketing are also in the making, underlining the importance of this new collection.

Ulf Bernitz is Professor of European Law at Stockholm University and Fellow of the Institute of European and Comparative Law and at St Hilda's College, Oxford.
Caroline Heide-J?rgensen is Professor of Competition Law and Unfair Competition at the Faculty of Law at the Unversity of Copenhagen.

This is an interesting book on an important and highly debated topic of consumer protection law and policy... the book will prove useful to anyone interested in the current state of the law in the area of unfair commercial practices, and it will contribute to the ongoing dialogue about the effectiveness of the existing fair trading law regime and the need for its future reform. Georgios Anagnostaras,Common Market Law Review

1. Introduction: Marketing and Advertising Law in a Process of Harmonisation
Ulf Bernitz and Caroline Heide-J?rgensen
2. Commercial Speech and its Limits-Fundamental Rights and Comparative Constitutional Aspects
Caroline Heide-J?rgensen
3. Ethics, Taste and Decency Considerations in Advertising
Frauke Henning-Bodewig
4. The Unfair C