Comparative advertising in the European Union
Abstract
In the global marketplace of the 21st century, advertising is not only a necessary weapon for entrepreneurs in the fierce competitive struggle they face on a daily basis, but also an indispensable tool for consumers. Indeed, the right to freedom of choice of products and services would be severely limited if consumers did not have access to advertising. In the fierce competitive struggle to win consumer preferences, the entrepreneur has to strive to demonstrate that his products or services are superior to those of his rivals. This superiority can be expressed through comparative advertising, which is becoming increasingly common in the marketplace.
Article download
Crossmark
License
In order to support the global exchange of knowledge, the journal Derecom. Derecho de la Comunicación is allowing unrestricted access to its content as from its publication in this electronic edition, and as such it is an open-access journal. The originals published in this journal are the property of the Complutense University of Madrid and any reproduction thereof in full or in part must cite the source. All content is distributed under a Creative Commons Attribution 4.0 use and distribution licence (CC BY 4.0). This circumstance must be expressly stated in these terms where necessary. You can view the summary and the complete legal text of the licence.
