ABSTRACT
None of the Member States prohibits such commercial communications, but there are wide differences in the complexity of codes or laws that regulate the contents of such advertising, particularly with respect to claims. Certain differences in approach are interesting, the first being Member States that extend labelling measures into advertising (notably Germany, Austria, the UK, Ireland and The Netherlands) and those that limit them to ‘pack’ display (that is, restrictions that relate only to the packaging of products). These countries sometimes have restrictive content provisions. For example, in Belgium, references to health or illness are banned in such advertising.
