Unfair Commercial Practices on Marketing - Advertising and Consumer Protection in Eu Member States

The fight against unfair commercial practices contributes to a high level of consumer protection. It ensures that consumers are not misled or exposed to aggressive marketing and that any claim made by traders in the EU is clear, accurate and substantiated, enabling consumers to make informed and meaningful choices. The Directive aims to ensure, promote and protect fair competition in the area of commercial practices. A number of challenges, especially if one considers the legal impact of full harmonisation in an area characterises national policy, style and enforcement techniques. In order to ensure that both consumers and traders are subject to the same rules across the EU, it is very important that national authorities and courts contribute to the uniform implementation and consistent enforcement of the Directive. This paper aims at developing a common understanding and a convergence of practices when implementing and applying the Directive.