Most cross-border advertising occurs uncontroversially. However, because international advertising activity faits under so many diverse areas of law, some familiarity with the dense web of legislation, regulation, and case law that may effect its use is essential for all advertisers. This well-known book, now in a fully updated third edition, provides all the necessary information in an easy-to-use country-by-country format.
Twenty-six country reports, each by a local expert, provide detaited information on the particular legal environment in each country vis-à-vis advertising, including specific effects of all relevant treaties and trade agreements. Among the issues and topics taken into account are the following:
• effect of import restrictions on advertising;
• use of price comparisons in advertising;
• 'cold calling';
• consumers' right to dispute resolution;
• `blacklisted' practices;
• use of a tanguage other than that of the target country;
• special rules for agricultural products;
• principles of non-discrimination and equal treatment of nationale;
• precautionary principle versus risk principle;
• protection of trademarks;
• false or deceptive indication of source;
• product 'placement' in non-advertising communications; respectfut interaction with religious, cultural, and social values; and when a statement may be deemed 'rnisteading'.
Because the freedom to market a product simultaneously in several countries is a significant economic benefit, the invaluable information and guidance in this book on what is legally possible in a broad range of countries will be enormousty beneficial to firms in ail fields that engage in the sale and marketing of products or services. Corporate counsel and marketing directors will warmly wetcome this new edition of a proven handbook.
Co-editor: Florian Steiner.