Description
Bloomsbury Publishing PLC Marketing and Advertising Law in a Process of Harmonisation_ 2017 by Edited by Professor Ulf Bernitz Edited by Professor Caroline Heide-Jorgensen
The law on marketing and advertising has undergone profound changes as a result of the EU directives on unfair commercial practices and misleading and comparative advertising. The legislation partially requires full harmonization and contains a comprehensive blacklist of prohibited practices. However in other areas only minimum harmonization is required. A comprehensive case law from the EUCJ has emerged but despite this still many issues remain unclear and debated. The EU Commission in particular has shown an active interest in the field and has published numerous reports on the question. It has also 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.