Press conference by Viviane Reding, Vice-President of the EC, on misleading and comparative advertising Directive
Viviane Reding, Vice-President of the EC in charge of Justice, Fundamental Rights and Citizenship, gave a press conference on misleading and comparative advertising Directive.
The EC outlined a series of actions to tackle marketing scams, such as those of misleading directory companies. The aim was to better protect businesses, professionals and NGOs across Europe from dishonest traders who didn't play by the rules and used misleading marketing practices, such as sending out forms asking businesses to update details in their directories, seemingly for free, and then charging them annual fees.
Small companies were particularly vulnerable to fraudsters, who were frequently operating from another jurisdiction within the EU. This made enforcement difficult. The Commission therefore announced that it planed to beef up the existing legislation (the Misleading and Comparative Advertising Directive 2006/114/EC) to explicitly ban practices such as concealing the commercial intent of a communication, while at the same time stepping up enforcement of the rules in cross-border cases.