Advertising law in Europe and North America. 2nd ed.

Advertising law in Europe and North America, 2nd ed.:

Political and technological developments are making borders less and less relevant to marketers who are becoming as interested in selling to customers outside their own countries as within. While the horizon of marketers has broadened, the laws governing marketing and advertising remain largely local. This publication aims to alert marketers to differences in those laws and to help them to plan their marketing campaigns accordingly. The book seeks to meet the practical needs of advertisers engaged in multi-national marketing, providing lawyers and laypersons with orientations in the laws governing advertising in twenty jurisdictions: the Member States of the European Union, the EU itself, Switzerland, Norway and the Member States of the North Atlantic Free Trade Area (Canada, Mexico and the United States).

This second edition, as compared to the first seven years ago, has been marked by four developments: firstly market integration, the last seven years have seen increasing integration of markets. Accordingly, the three new EU member states are covered in this volume along with Norway and Mexico. Secondly, deregulation; this has continued to affect advertising and marketing in the last seven years, marketing practices are freer as restrictions on pricing and sales have fallen or been cut back and comparative advertising is more widely allowed. Thirdly, the growth of the Internet; legal issues relating to this area are only in the early stages of development and have not yet been resolved, this volume adds a chapter on the Internet which seeks to identify the issues for years to come in terms of Internet advertising and marketing. Finally, the information society; increasingly throughout Europe, information, which is crucial to advertising and marketing, is subjected to legal control in the form of data protection laws and database protection laws. This edition reports briefly on these developments in the countries covered.

The book is divided into two parts: Part I: National chapters and Part II: International chapters.

James R. Maxeiner is Vice President and Associate General Counsel of Dun & Bradstreet where he focuses on competition and information law. Peter Schotthöffer is an attorney in private practice in Munich, Germany, where he focuses on advertising law. He is the founder and director of the European Advertising Lawyers' Association (EEIG).