Commentary

79 The Unfair Commercial Practices Directive

ADVERTISING AND MARKETING vol 1

79 The Unfair Commercial Practices Directive

79 The Unfair Commercial Practices Directive

Council Directive (EC) 2005/29 (the ‘Unfair Commercial Practices Directive’)1 will, when implemented2, introduce a general duty on businesses not to trade unfairly with consumers3. As well as obliging businesses not to mislead consumers through acts or omissions4, the legislation will also prohibit certain specific selling and marketing techniques5.

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