EU Consumer Law and Policy

EU Consumer Law and Policy

Second Edition

Elgar European Law series

Stephen Weatherill

This new edition of Stephen Weatherill’s acclaimed book provides a comprehensive introduction to all facets of the EU’s involvement in consumer law and policy. Consumers are expected to benefit from the EU’s project of economic integration, enjoying wider choice and improved quality, and yet they need protection from the dangers that flow from malfunctioning and unfair markets. The EU’s consumer law and policy is an attempt to have the best of both worlds – a liberalised yet properly regulated trading space for Europe.

Chapter 8: Advertising and marketing law

Stephen Weatherill

Subjects: law - academic, consumer law, european law


In modern marketing conditions, a successful commercial strategy involves more than offering a product or service for sale. Closely interwoven with the product or service is the advertising and marketing campaign which supports it. For new brands, in particular, it is scarcely conceivable that significant numbers of consumers will be induced to buy an unfamiliar product or service in the absence of investment in a strategy designed to draw consumers’ attention to the qualities of the newcomer to the market. This is plainly of particular relevance to the process of European market integration. A traditional French product will be unlikely to make much headway into the German market, where it is unknown, unless accompanied by an advertising campaign and sustained by an effective distribution network. Advertising and marketing strategies are major features of the modern market economy and they are indispensable in securing changes in existing market patterns.

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