Legal Literature detail
|Directive article||Reference||Het ondernemingsrecht (DAOR) 2007, nr. 84, pages 345-358|
|Country||Belgium||Legal Literature date||2007|
|Author||DEKONINCK, C. and FAELLI, T.||Author initial|
|Title EN||The new commercial practices act applied to advertising — or how to tame the two-headed monster||URL EN||N/A|
|Title FR||La nouvelle loi sur les pratiques du commerce appliquée à la publicité ou comment terrasser le monstre à deux têtes||URL FR||N/A|
|Keywords||general discussion, general discussion on the national implementation, harmonisation|
This article discusses the implementation of the UCP Directive in Belgian law, and the impact of the UCP Directive on comparative advertising.
After a critical discussion of the implementation of the Directive in the Belgian Trade Practices Act, the authors discuss the general scope, structure and harmonisation approach of the Directive.
Next, they apply the principles of the Directive to comparative advertising practices using an eight-step decision process: (1) does the advertisement qualify as "publicity"? (2) does it qualify as comparative advertising? (3) is it targeted at B2B or B2C? (4) does the advertisement breach the black list (5) is the advertisement misleading or aggressive? (6) is the advertisement unfair? (7) does the advertisement comply with the other requirements of the Belgian Trade Practices Act? (8) does the advertisement comply with sector-specific rules?