Marketing and Advertising Law in a Process of Harmonisation

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.>

About the author

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-Jørgensen is Professor of Competition Law and Unfair Competition at the Faculty of Law at the Unversity of Copenhagen.

Product details

• Authors: Ulf Bernitz, Ulf Heide-Jorgensen Bernitz, Heide-J248, Caroline rgensen
• Assisted by: Professor Ulf Bernitz (Editor), Ulf Bernitz (Editor), Caroline Heide-Jorgensen (Editor), Professor Caroline Heide-Jorgensen (Editor), Caroline Heide-Jørgensen (Editor)
• Publisher: Hart Publishing
• Languages: English
• Product format: Paperback / Softback
• Released: 30.09.2019
• EAN: 9781509932122
• ISBN: 978-1-5099-3212-2
• No. of pages: 288
• Dimensions: 154 mm x 232 mm x 20 mm
• Series: Modern Studies in European Law
• Subjects: Social sciences, law, business > Law > International law, foreign law; LAW / International, EU (European Union), Advertising, marketing and sponsorship law, Advertising, Marketing & Sponsorship Law