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This book will be of interest to advertising law practitioners and students of European law. Divided into two parts, it first analyses commercial communications at the level of EC law. In the second part, the regulatory environment of each member country of the EC is considered in depth.In the context of the EC, the importance accorded to advertising in the policy making of the EC is underlined. Advertising is seen as a vital component in the workings of the internal market, and in pursuit of the unencumbered movement and exchange of goods, services and EC nationals. Advertising also affects the European Community as it seeks to protect consumers, public health, and so on. Among the topics examined are misleading advertising interpreted through primary and secondary legislation and key judgments of the European Court of Justice. Specific sectors are also considered, such as food, pharmaceuticals, tobacco and television industries.In the second part of the book, legal experts from each EC Member State explain the advertising provisions of their respective countries.;Useful addresses and appendices on the most significant Directives and Codes of Practice regulating the fields of advertising are also included here, making this an invaluable source of reference.