Publication details
Srovnávací reklama bez srovnání?
| Title in English | Comparative advertising without comparison? |
|---|---|
| Authors | |
| Year of publication | 2013 |
| Type | Article in Proceedings |
| Conference | Aktuální problémy práva v podnikatelském prostředí ČR a EU - sborník abstraktů (hlavní sborník v tisku) |
| Citation | |
| Keywords | comparative advertising, misleading advertising, consumer, comparative price advertising |
| Description | Author deals with the transposition of directive 2006/114/EC of the European Parliament and of the council concerning misleading and comparative advertising into the Czech private law. Comparative Advertising is any form of advertising, which, explicitly or implicitly, identifies a competitor or goods or services offered by a competitor. The test for determining whether a advertisement is “comparative” or not is open to different interpretations. Therefore special consideration should be given to the legal definition of comparative advertising where significant case law has been developed by the Court of Justice of the European Union. Author defends the restrictive interpretation of the given legal definition, which labours under the foundation that a comparison (not only the identification of another competitor) is an immanent and natural part of every comparative advertisement. |
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