Rechtsleer

  • Bijzonderheden rechtsleer
    • Lidstaat: België
    • Titel: Het vergelijken van onderling concurrerende producten – steeds vergelijkende reclame?
    • Subtitel:
    • Vorm: article
    • URL:
    • Auteur: TERRYN, E.
    • Referentie: Jaarboek Marktpraktijken 2014, 117-127
    • Jaar van publicatie: 2014
    • Trefwoorden: comparative advertising, court, general discussion
  • Richtlijnartikelen
    Misleading and Comparative Advertising Directive, Article 2, (c) Misleading and Comparative Advertising Directive, Article 4
  • Koptekst
    This article discusses a court decision ruling on advertisements made by eBay, in which the average eBay price for products was compared to the average in-store price with certain chains. Some stores initiated a cease-and-desist order, which was rejected in first instance by the court, but granted in appeal due to infringements on the rules of comparative advertising.

    Interesting to note, according to the author, is that the definition of comparative advertising should be interpreted broadly, as in this case the advertiser (eBay) was not as such a competitor of the stores. Only the goods themselves are competitive.

    The author further discusses the general conditions in relation for comparative advertising to be unlawful.
  • Algemene opmerking
  • Verwante zaken
    gerangschikt op
    • Lidstaat: België
    • Nationaal ID: Media Markt-Saturn Belgium NV (et al.) / Ebay Europe SARL (et al.)
    • Gangbare benaming: N/A
    • Richtlijnartikelen: Misleading and Comparative Advertising Directive, Article 4 Misleading and Comparative Advertising Directive, Article 4, (a) Misleading and Comparative Advertising Directive, Article 4, (c)
    • Datum beslissing: 14/01/2014

    België Media Markt-Saturn Belgium NV (et al.) / Ebay Europe SARL (et al.) N/A Misleading and Comparative Advertising Directive, Article 4 Misleading and Comparative Advertising Directive, Article 4, (a) Misleading and Comparative Advertising Directive, Article 4, (c) Tue Jan 14 00:00:00 CET 2014