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Marketing and Advertising Law in a Process of Harmonisation [Kõva köide]

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  • Formaat: Hardback, 288 pages, kõrgus x laius: 234x156 mm, kaal: 568 g
  • Sari: Modern Studies in European Law
  • Ilmumisaeg: 04-May-2017
  • Kirjastus: Hart Publishing
  • ISBN-10: 1509900675
  • ISBN-13: 9781509900671
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Marketing and Advertising Law in a Process of HarmonisationSuurem pilt
  • Formaat: Hardback, 288 pages, kõrgus x laius: 234x156 mm, kaal: 568 g
  • Sari: Modern Studies in European Law
  • Ilmumisaeg: 04-May-2017
  • Kirjastus: Hart Publishing
  • ISBN-10: 1509900675
  • ISBN-13: 9781509900671
Teised raamatud teemal:
Teised raamatud sellest sooduspakkumisest: Kevadine sooduspakkumine - kuni 31. maini üle miljoni raamatu kuni 25% soodsamalt
Püsilink: https://www.kriso.ee/db/9781509900671.html
Märksõnad:
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.

Arvustused

This is an interesting book on an important and highly debated topic of consumer protection law and policy... the book will prove useful to anyone interested in the current state of the law in the area of unfair commercial practices, and it will contribute to the ongoing dialogue about the effectiveness of the existing fair trading law regime and the need for its future reform. -- Georgios Anagnostaras * Common Market Law Review *

List of Contributors xiii
Table of Cases xv
1 Introduction: Marketing and Advertising Law in a Process of Harmonisation 1(18)
Ulf Bernitz
Caroline Heide-Jorgensen
I Introduction
1(6)
II The Development of Unfair Commercial Practices Law/Unfair Competition
7(4)
A The Paradigm of Freedom of Commerce and the Historical Origins of Different National Traditions for Regulating Unfair Competition
7(2)
B Regulation by International Conventions-the Rules of the Paris Convention, the WIPO and the TRIPS on Unfair Competition and Self-regulation in the ICC
9(2)
III EU Regulation-Free Movement and Harmonisation
11(6)
A Foundation in TFEU and Case Law from CJEU on Free Movement
11(1)
B Harmonisation-from Protection of the Honest Entrepreneur to Protection of the Consumer
12(18)
i General Harmonisation-History and Development
12(4)
ii Some Reflections on the Terms-Unfair Competition, Unfair Trade and/or Unfair Commercial Practices?
16(1)
iii Harmonisation of Special Areas
16(1)
IV Problems and Challenges
17(2)
2 Commercial Speech and its Limits-Fundamental Rights and Comparative Constitutional Aspects 19(26)
Caroline Heide-Jorgensen
I Free Speech and Unfair Commercial Practices-Introduction
19(2)
II The Protection of Commercial Speech in the European Convention of Human Rights
21(5)
III Protection of Commercial Speech in the EU
26(4)
IV Comparative Constitutional Aspects of Freedom of Commercial Speech
30(13)
A Protection of Commercial Speech in the USA
30(9)
i Introduction
30(1)
ii Commercial Speech-Defining the Concept
31(2)
iii The Distinction between Content-Neutral and Content-Based Regulation
33(6)
iv Summary of US Law of Freedom of Speech
39(1)
B Protection of Commercial Speech in Germany
39(4)
V Some Conclusions on the Protection of Freedom of Commercial Speech and Unfair Commercial Practices
43(2)
3 Ethics, Taste and Decency Considerations in Advertising 45(20)
Frauke Henning-Bodewig
I Introduction
45(1)
II 'Ethics, Taste and Decency': Lawyers on Treacherous Ground
46(3)
A General Definitions
46(1)
B 'Business Ethics, 'Public Policy Issues, 'Corporate Social Responsibility' and the ICC Code
46(3)
III The Legal Framework for 'Ethics, Taste and Decency'
49(9)
A Between Ordnungsethik and Handlungsethik
49(1)
B Article 10bis Paris Convention
50(2)
C European Law
52(2)
i No Comprehensive Regulation of Advertising
52(1)
ii Directive 2005/29/EC on Unfair Commercial Practices
52(1)
iii Directive 2010/13/EC on Audiovisual Media Services
53(1)
D National Legislation
54(15)
i The Different Approaches to the Regulation of Advertising
54(1)
ii The German Act Against Unfair Competition- from 1909 to 2015
55(3)
IV Ethics, Taste and Decency and the 'Free Speech Doctrine'
58(1)
V The Role of Enforcement
59(3)
VI Concluding Remarks
62(3)
4 The Unfair Commercial Practices Directive: Full Harmonisation, Scope and Key Notions 65(20)
Jules Stuyck
I Introduction
65(1)
II Background and Objectives of the Directive
66(2)
III The Directive's Architecture: A Three Tier System
68(1)
IV Scope
69(5)
A Commercial Practices
69(1)
B B2C Commercial Practices
70(2)
C Protection of Economic Interests of Consumers
72(1)
D Personal Scope of Application
72(2)
V Full Harmonisation
74(1)
VI Key Concepts
75(5)
A The Grand General Clause
76(1)
B The Notion of Misleading Practice
77(3)
VII Some Questions Relating to the Black List
80(3)
VIII Concluding Remarks
83(2)
5 Interpretation and Assessment under the Unfair Commercial Practices Directive-the ICC Code for Advertising and Marketing and the Commission's Staff Working Document 85(20)
Jan Trzaskowski
I Introduction
85(1)
II The Unfair Commercial Practices Directive
86(4)
III The Role of Self-regulation
90(3)
IV The ICC Code
93(1)
V The European Commission's Staff Working Document
94(8)
A The Scope of Application
97(1)
B National Assessment; Social, Cultural and Linguistic Factors
98(1)
C Misleading Environmental Claims
99(1)
D Invitation to Purchase
100(1)
E Describing a Product as 'Gratis, 'Free, 'Without Charge' or Similar
101(1)
VI Conclusions
102(3)
6 The 'Fitness Check' of the MCAD and UCPD 105(14)
Bert Keirsbilck
I Introduction
105(2)
II The Two Main Objectives of the Fitness Check of EU Consumer Law
107(2)
III Are the MCAD and UCPD Fit for Purpose?
109(9)
A Scope Ratione Materiae, Regulatory Approach and Degree of Harmonisation ('Effectiveness' and 'Efficiency')
109(5)
B Scope Ratione Personae ('Relevance')
114(2)
C Interplay with other EU Instruments ('Coherence')
116(2)
IV Conclusion
118(1)
7 The Impact of the UCP Directive on National Fair Trading Law and Institutions: Gradual Convergence or Deeper Fragmentation? 119(52)
Antonin Bakardjieva Engelbrekt
I Introduction
119(2)
II Constructing Coherence through the UCPD: An Unfinished Business?
121(6)
A Coherence-Enhancing Techniques
122(2)
i Horizontal Approach
122(1)
ii Full Harmonisation
122(1)
iii Internal Market Clause
123(1)
iv Regulative Detail
123(1)
B Factors Sustaining Diversity
124(3)
i Substantive Issues: The Difficulty of Harmonisation through a General Clause
124(1)
ii Systemic Positioning: The Distinction between B2B and B2C
124(2)
iii Institutional Aspects: Limited Guidance on Issues of Institutions and Procedures
126(1)
III The Impact of the UCPD on National Fair Trading Law and Practice: Effects on Substantive Law
127(19)
A Half-hearted Implementation of the UCPD
128(7)
i Germany and Sweden in an Effort to 'Domesticate' the Directive
129(3)
ii A Tug-of-War with the Commission
132(3)
B Methodologies of General Clause Interpretation and the Standard of Professional Diligence
135(11)
i Codes of Business Conduct
135(2)
ii Breach of Statutory Duty as Unfair Commercial Practice
137(7)
iii Agency Guidelines
144(2)
IV Systemic Effects
146(9)
A Dilemmas in Member States Preserving the Integrated Approach: Delineating the Domain of the UCPD
147(3)
B Dilemmas of the Divided Approach: Defining the Interface with Other Legal Domains
150(3)
i Poland
150(1)
ii Hungary
151(1)
iii Bulgaria
152(1)
C The B2B Domain-Uncharted Waters?
153(2)
V Adapting Institutions and Enforcement
155(10)
A A Shift to Public Enforcement?
156(2)
B The Many Guises of Public Enforcement
158(3)
C The Tenacity of Private Enforcement
161(3)
D Repercussions on 'Law in Action'
164(1)
VI Understanding and Working with Diversity
165(6)
8 B2B and B2C Marketing Practices-the Case for an Integrated Approach 171(16)
Palle Bo Madsen
I Introduction
171(2)
A Looking Back
171(1)
B Looking Ahead
172(1)
II The Split between B2B and B2C-Is It Working?
173(4)
A Communicating Vessels
173(1)
B The Scope of the Two Commercial Practices Directives As It Is
174(3)
III The Confused Marketplace-Who's Who? Or What To Do?
177(2)
IV The Primary Purpose(s) of Marketing Law vis-a-vis Competition Law-A Common Denominator?
179(2)
V Big Business and Small Business (SMEs)-One Size Fits All?
181(2)
VI Almost Quiet on the B2B Front?
183(1)
VII Conclusion-or Wishful Thinking
184(1)
PS
185(2)
9 Applying the UCP Directive in Practice: The Norwegian Experience 187(14)
Tore Lunde
I Introduction
187(1)
II Enforcement Authorities
188(1)
III The MCA, Section 20(2) and the Blacklist's Paragraph 28
188(1)
IV The Market Council's First Decision in the Justin Bieber Case-MR-2012-1245-1
189(3)
A The Facts
189(1)
B The Legal Assessments
190(2)
V The Swedish Stardoll Case-MD-2012: 14
192(1)
VI The Market Council's Revised Decision in the Justin Bieber Case-MR-2012-1245-2
193(2)
VII Other Norwegian Cases
195(5)
A MR-2013-207 Norsk Tipping-The Black List's Paragraph 22
195(2)
B MR-2013-1141-Teaser Advertisements
197(3)
VIII Final Remarks
200(1)
10 Enforcing Unfair Competition Law Cross Border: Cooperation Mechanisms and Consumer Redress-Does the System Work? 201(20)
Astrid Stadler
I Some General Remarks on the Enforcement of the Unfair Commercial Practice Directive and the Misleading and Comparative Advertising Directive
201(4)
A Specifications of the Directives
201(1)
B Variety of Enforcement Systems in the Member States
202(2)
C Coordination and Judicial Co-operation in the European Judicial Area
204(1)
II The Consumer Protection Cooperation (CPC) Network
205(4)
A Directive 98/27/EC of 19 May 1998 on Injunctions for the Protection of Consumer Interests and Directive 2009/22/EC
205(1)
B A Network of National Public Enforcement Authorities for Mutual Assistance
205(2)
C Functioning of the CPC Network
207(2)
III Judicial Enforcement of Injunctions and Private Damage Claims
209(9)
A Jurisdictional Regime of the Brussels Ia Regulation
209(2)
i Jurisdictional Privilege for Consumer Contracts
209(1)
ii Consumer Contracts with Traders or Service Providers Domiciled in a Third State
210(1)
iii Consumer Associations as Claimants
211(1)
B Enforcement Regime of the Brussels Ia Regulation
211(1)
C B2B Situations: Cross-Border Enforcement of Injunctions
212(6)
i Brussels I Regulation
212(2)
ii Brussels Ia Regulation
214(4)
IV Conclusion
218(3)
11 Unfair Competition Law: How Can It Work as an Important Complement to Intellectual Property Protection. Are There Missing Links? 221(12)
Per Jonas Nordell
I Introduction
221(1)
II The International Legislative Framework
221(3)
III The European Legal Framework
224(3)
IV The Relationship between Intellectual Property and Unfair Competition Law in EU Case Law
227(4)
V Concluding Remarks
231(2)
12 The Road Ahead-Present Status and Need for Reform 233(24)
Ulf Bernitz
I The UCPD and its Objectives
233(4)
II The Structural Formation
237(3)
III Assessing the Black List
240(3)
IV The Level of Consumer Protection against Misleading Commercial Practices
243(3)
V Role and Importance of the General Clause in the UCPD
246(2)
VI The B2B Protection Indirectly Offered by the UCPD
248(3)
VII Is the System of Enforcement and Remedies Satisfactory?
251(2)
VIII Revision of the MCAD?
253(4)
Index 257
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.