Includes web links to local trade fair or show authorities and local newspapers, trade publications, radio/TV/cable information.
Last Published: 7/1/2019

General Legislation

Laws against misleading advertisements differ widely from member state to member state within the EU. To respond to this issue in the internal market, the Commission adopted a directive, in force since October 1986, to establish minimum and objective criteria regarding truth in advertising. The Directive was amended in October 1997 to include comparative advertising.  Under the Directive, misleading advertising is defined as any "advertising which in any way, including its presentation, deceives or is likely to deceive the persons to whom it is addressed or whom it reaches and which, by reason of its deceptive nature, is likely to affect their economic behavior or which for those reasons, injures or is likely to injure a competitor."  Member states can authorize even more extensive protection under their national laws.
 
Comparative advertising, subject to certain conditions, is defined as "advertising which explicitly or by implication identifies a competitor or goods or services by a competitor." Member States can, and in some cases have, restricted misleading or comparative advertising.
Greek consumers often respond well to comparative advertising, which is subject to certain conditions and is defined as "advertising which explicitly or by implication identifies a competitor or goods or services by a competitor.  EU member states can, and in some cases have, restricted misleading or comparative advertising.
 
The EU’s Audiovisual Media Services Directive lays down legislation on broadcasting activities allowed within the EU.  Since 2009, the rules allowing for U.S.-style product placement on television and the three-hour/day maximum of advertising have been lifted.  However, a 12-minute/hour maximum remains. Child programming is subject to a code of conduct that includes a limit of junk food advertising to children.  Following the adoption of the 1999 Council Directive on the Sale of Consumer Goods and Associated Guarantees, product specifications, as laid down in advertising, are considered as legally binding on the seller.
The EU adopted Directive 2005/29/EC concerning fair business practices in a further attempt to tighten consumer protection rules. These rules outlaw several aggressive or deceptive marketing practices such as pyramid schemes, "liquidation sales" when a shop is not closing down, and artificially high prices as the basis for discounts in addition to other potentially misleading advertising practices.  Certain rules on advertising to children are also set out.
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For more information on advertising medicines, nutritional supplements, and tobacco; making nutrition and health claims; and providing food information to consumers, consult the European Union Country Commercial Guide.

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.