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Nehf, James P. --- "Misleading and unfair advertising" [2018] ELECD 565; in Howells, Geraint; Ramsay, Iain; Wilhelmsson, Thomas (eds), "Handbook of Research on International Consumer Law, Second Edition" (Edward Elgar Publishing, 2018) 90

Book Title: Handbook of Research on International Consumer Law, Second Edition

Editor(s): Howells, Geraint; Ramsay, Iain; Wilhelmsson, Thomas

Publisher: Edward Elgar Publishing

ISBN: 9781785368202

Section: Chapter 5

Section Title: Misleading and unfair advertising

Author(s): Nehf, James P.

Number of pages: 21

Abstract/Description:

This chapter discusses the regulation of misleading and unfair advertising in consumer-targeted media. It examines approaches to the regulation of advertising in general and provides an overview of basic standards for determining both misleading and unfair advertising. It also addresses the regulation of advertising in several specific subject areas that lawmakers have targeted for special treatment in many countries. Towards the end of the chapter the discussion moves to enforcement regimes: self-regulatory enforcement of advertising guidelines, civil enforcement through private actions for breach of advertising norms, and enforcement actions brought by government agencies to police the marketplace for the good of the general public. The chapter incorporates illustrations from the laws of different countries, with an emphasis on US and EU law, but with some discussion of interesting approaches from other countries as well.