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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 is partially requiring 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 still many issues remain open, unclear and debated.
The EU Commission has issued several reports and is about to publish revised, comprehensive Guidelines on marketing business to consumer (B2C) in 2015, intended to be discussed in the book.
New Commission initiatives in the area on business to business (B2B) marketing are also in the making, meaning this collection is much needed.