European Community Law on Advertising and Its Transposition to the Spanish Law

Abstract

Commercial advertising is the main tool for marketing goods
and services offered by businessmen in the market due to the
easy access to final customers and its capacity to influence their
purchase decisions. Norms on advertising are directly related to
those on unfair competition. For this reason, the European Union,
aware of its importance for the development of internal market,
has created a number of norms to regulate commercial advertising
and to eradicate all ads that may imply unfair actions that can
irregularly alter the market and indiscriminately affect competitors
and consumers. Spain was required to transpose community
regulatory provisions to its national law; compliance with this
requirement involved significant and complex modifications of the
existing advertising system.