ABSTRACT
This chapter deals only with the regulation of advertising. It analyses the EC rules and principles on advertising which have a more general scope and are applicable to all or most (consumer) products. The regulation of misleading advertising was one of the first consumer protection issues to be included in the EC legislative agenda. Comparative advertising means advertising in which the offer of the advertiser in some respect and in some way is compared to one or more other offers on the market. In the same way as happened with the regulation of misleading advertising the Community legislator first focused on the food sector when regulating price indications. The provisions on advertising are part of a larger set of rules purporting to give a general legislative basis for transfrontier television activities. There are a number of substantive rules on advertising in the TV Directive which would come under the heading of unfair advertising, in Nordic terminology.
