n Transactions of the Centre for Business Law - European Union : Chapter 5
|Article Title||European Union : Chapter 5|
|© Publisher:||University of the Free State|
|Journal||Transactions of the Centre for Business Law|
|Author||Adelheid Janse van Rensburg|
|Publication Date||Jan 2002|
|Pages||34 - 38|
Comparative advertising has quite a history in the European Union. As in the USA the EC Council, since 1975, states in its policies that comparative advertising is allowed, because this technique assists consumers to make better purchasing choices. The first step was taken on 1 March 1978, when the Commission sent the Council a proposal on the standards to be implemented for misleading, unfair and comparative advertising. The first provisions concerning unfair advertising were accepted on 10 September 1984, and implemented in Directive 84/450/EEC.
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