THE IMPACT OF THE EUROPEAN LEGISLATION ON ADVERTISING STRATEGIES IN THE FIELD OF FOOD PRODUCTS

MANEA Laura, Transilvania University, Brasov, Romania

Abstract:
Within the European Union (EU), in order to allow the European consumers to make informed choices and to remove the obstacles that may impede the free movement of food products and the conditions for unequal competition, rules on labelling, presentation and advertising made regarding prepacked foods are currently harmonized with the entry into force in December 2014 of the EU Regulation no.1169 / 2011 concerning informing the consumers about the food products. Regarding the advertising of products, the Community legislation is imperative on the misleading and comparative advertising (EC Directive 2006/114 into force in December 2007), for each individual country to apply its own rules on advertising. This article is an analysis of the regulatory framework, at the same time identifying the impact of the legal norms on the policies of promoting through advertising the food products.

Keywords: comparative advertising, message, misleading advertisement, food products, information

JEL Classification:

Volume: 67, Issue: Supplement

Pages: 285 - 297

Publication date: September, 2015

Download the article: http://economice.ulbsibiu.ro/revista.economica/archive/suplimente/67S26manea.pdf

”Cite