Extract
Environmental Marketing In Europe.
Article by Avv. Felix Hofer1
The European Approach Up till now the Europe Union did not issue a set of harmonizing principles and rules meant to specifically govern 'environmental/green marketing'. The main reason for such approach was not disinterest from the EU's institutional bodies towards the issue, but probably the conviction of being the traditional regulations on commercial communication perfectly suitable to cover this specific area in a sufficient and proper way. In fact, these provisions had already established a number of basic principles requiring all commercial communication to: not be misleading to the targeted public2, be "readily recognizable as such and be distinguishable from editorial content" (and all surreptitious promotional messages to be explicitly banned)3, not encourage behaviour grossly prejudicial to the protection of the environment4, not to result in a misleading commercial practice5, a result that would occur any time: 'it contains false information and is therefore untruthful or in any way, including overall presentation, deceives or is likely to deceive the average consumer, even if the information is fac...See the full content of this document
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