Development of Standardized and Harmonized Advertising Regulation in the European Economic Community

Abstract

An extremely important and innovative attempt to standardize and harmonize the regulation of advertising has been building for two decades in Western Europe. A new European Economic Community directive was adopted in late 1984 and will take effect in 1986. Although each EEC nation finds advertising regulations a complex challenge, the challenge multiplies when standardization and harmonization are set as a goal. The politics, economics, and cultures of the member countries are all involved. Two simultaneous motivations are 1) to remove and prevent distortions of competition in the common market and assure the free flow of goods and services and 2) to protect and inform consumers. The legislative history and development of this historic breakthrough are examined.

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