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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 discussiongeneral discussion on the national implementationharmonisation

Head note

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?

General note


Relevant cases

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