How much nature for the consumer? Misleading advertising, trademark law and the European average consumer standard in the food sector

Abstract

In Europe, the rules of unfair competition law have particular relevance for the regulation of advertising and product designation in the food sector. Apart from sector specific rules, the general framework of unfair competition law which applies is governed by the Unfair Trade Practices Directive (2008) that brought full harmonization of consumer protection laws in the unfair competition field.