EU Consumer Law and Policy
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EU Consumer Law and Policy

Stephen Weatherill

In many respects the consumer is supposed to be the ultimate beneficiary of the process of market integration in Europe, but the EC Treaty has never included an elaborate recognition of how the EU serves the consumer interest. This highly esteemed book, now in a brand new edition, provides a comprehensive and up-to-date introduction to the subject, explaining the evolution of consumer law and policy in the EC in terms of both legislative and judicial activity.
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Chapter 8: Advertising Law

Stephen Weatherill


ADVERTISING AND MARKET INTEGRATION 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 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 is a major feature of the modern market economy and it is indispensable in securing changes in existing market patterns. Such introductory comments identify advertising as a method of consumer information and a basis for widening consumer choice. Adopting such a positive perspective, it should be encouraged – or at least not suppressed. Some of the case law discussed in Chapter 2 reflects this perception. In GB–INNO–BM v. CCL,1 for example, a national law which prevented the provision of information to consumers by an advertiser was held incompatible with Article 28 (ex 30) as an unlawful obstacle to the free movement of goods. The impediment to an advertising technique affected the capacity of a cross-border trader to penetrate a new...

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