Marketing and Advertising Law in a Process of Harmonisation

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.

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.

• 1. Introduction: Marketing and Advertising Law in a Process of Harmonisation Ulf Bernitz and Caroline Heide-Jørgensen2. Commercial Speech and its Limits—Fundamental Rights and Comparative Constitutional Aspects Caroline Heide-Jørgensen3. Ethics, Taste and Decency Considerations in Advertising Frauke Henning-Bodewig4. The Unfair Commercial Practices Directive: Full Harmonisation, Scope and Key Notions Jules Stuyck5. Interpretation and Assessment under the Unfair Commercial Practices Directive—the ICC Code for Advertising and Marketing and the Commission’s Staff Working Document Jan Trzaskowski6. The ‘Fitness Check’ of the MCAD and UCPD Bert Keirsbilck7. The Impact of the UCP Directive on National Fair Trading Law and Institutions: Gradual Convergence or Deeper Fragmentation? Antonina Bakardjieva Engelbrekt8. B2B and B2C Marketing Practices —the Case for an Integrated Approach Palle Bo Madsen9. Applying the UCP Directive in Practice: The Norwegian Experience Tore Lunde10. Enforcing Unfair Competition Law Cross Border: Cooperation Mechanisms and Consumer Redress—Does the System Work? Astrid Stadler11. Unfair Competition Law: How Can It Work as anImportant Complement to Intellectual Property Protection. Are There Missing Links? Per Jonas Nordell12. The Road Ahead—Present Status and Need for Reform Ulf Bernitz