Objective of the directive

Rules for comparative advertising

The purpose of the directive on misleading and comparative advertising is to protect traders against misleading advertising and its consequences. The rules also lay down the conditions under which comparative advertising is permitted.

The rules on misleading and comparative advertising provide for a minimum level of protection from misleading advertising throughout Europe, and fully harmonise EU countries' rules of on comparative advertising.

B2B and B2C

Since the directive on unfair commercial practices is in place, the misleading and comparative advertising directive has been applied only to business-to-business (B2B) relations concerning misleading advertising.

However, the provisions on comparative advertising also apply to advertising directed at consumers.